Longchamp has transformed Bagno Felice 1 in Forte dei Marmi into a chic branded beach club, blending French elegance with Italian coastal charm. The immersive pop-up features green-striped umbrellas, monogrammed cabin keys, and exclusive Le Pliage totes. With live music and a summer cocktail bar, it’s a multisensory celebration of holiday living, turning the beach into a refined, shareable, and unforgettable brand experience rooted in lifestyle, leisure, and luxury.

Louis Vuitton opens its first seasonal gelateria in Forte dei Marmi, blending refined indulgence with Tuscan coastal charm. Open June to September, the kiosk features soft green hues inspired by local design and the iconic Monogram flowers. Guests enjoy ten classic flavours plus two exclusive creations, Vivienne and Gaston, crafted with premium ingredients. Every detail, from floral wafers to bespoke packaging, reflects the Maison’s art de vivre, making it a must-visit summer