After a year-long renovation, the 1913-founded Bagno Marechiaro beach club in Forte dei Marmi has reopened under Milanese restaurant group Giacomo Milano's management, ushering in a new era of high-end dining on the Tuscan coast. This venture blends Milanese sophistication with Tuscan tradition, aiming to redefine luxury coastal experiences. While CiboToday reports it is already operational, wwd suggested a summer 2026 opening.
A century-old, family-owned Tuscan beach club has been taken over by a modern Milanese restaurant group, yet its essence is being preserved through extensive renovation and an adaptive culinary strategy. This calculated fusion balances heritage with contemporary luxury.
Giacomo Milano's established brand and significant investment position 'da Giacomo Forte dei Marmi' as a premier luxury destination. This move could influence other high-end brands to pursue similar strategic expansions into the Italian coastal market.
The Milanese Palate Meets the Tuscan Coast
- The menu includes Italian classics like Vitello tonnato and Spaghetti al pomodoro, alongside seafood dishes such as Carpaccio di ricciola in ceviche for 32€ and Tartare di tonno alla francese for 24€, according to CiboToday.
- The restaurant Da Giacomo Forte dei Marmi features a menu with signature dishes and an offering hinged on the Josper grill, reports wwd.
By blending classic Italian dishes with premium seafood and a Josper grill offering, Giacomo Milano crafts a sophisticated culinary identity. This approach attracts a discerning, affluent clientele valuing both tradition and modern gastronomic excellence, rather than simply importing a Milanese menu. The specific pricing of dishes like Carpaccio di ricciola for 32€ confirms 'da Giacomo Forte dei Marmi' targets the ultra-luxury market, potentially creating a new, higher price and experience benchmark for coastal dining in Forte dei Marmi.
A Milanese Takeover of an Iconic Landmark
Giacomo Milano, a Milanese restaurant group, now manages the iconic Bagno Marechiaro beach club, states La Nazione. This takeover by a renowned Milanese group reshapes luxury hospitality in Forte dei Marmi, blending established prestige with a new culinary direction.
This is a strategic expansion for Giacomo Milano, aiming to redefine the 'luxury beach club' experience. It transforms a casual summer spot into a year-round, high-design destination, potentially setting a new standard for coastal leisure.
The Rebirth of a Century-Old Institution
The Marechiaro beach club, founded in 1913 and owned by the Olivetti Rason family, underwent a yearlong renovation curated by architect Fabrizio Casiraghi, according to wwd. The extensive renovation of a century-old institution shows a commitment to modern luxury while meticulously preserving its heritage and charm. Giacomo Milano's investment here is a strategic move, transforming the venue into a high-design destination.
Adapting Luxury for the Seaside
Named 'da Giacomo Forte dei Marmi', the new establishment brings the group's culinary style to the Tuscan coast, adapted for a seaside context, reports CiboToday. Giacomo Milano's ambition to successfully translate its established brand identity to a distinct coastal environment is evident.
Giacomo Milano's venture will likely solidify Forte dei Marmi's position as a premier luxury destination and could inspire further high-end brand expansions along the Italian coast.
