The Longchamp Beach Club at Forte dei Marmi has transformed the beach experience into a lifestyle setting where elegance, design, and la dolce vita converge.
Among the guests were international celebrities, popular young content creators, and entrepreneurs who consider Versilia their stage of choice, including Sara Zucchini, a passionate advocate of Made in Italy from Brescia. Alongside her was the Tuscan DJ and producer Lolla Fedolfi. The event, held on July 3rd, also attracted journalists, well-known personalities, and regulars of the coast, all gathered to celebrate the inauguration of the Longchamp Beach Club. This venue is not just another beach address but a sophisticated reimagining of the iconic Bagno Felice 1, transformed by the French fashion house into an immersive summer season experience of lifestyle, design, and sweet life. Thus, amidst exquisite cocktail dresses, clinking champagne glasses at sunset, and drinks personalized with the iconic galloping horse—a symbol of elegance in motion since the brand’s inception in 1948 by Jean Cassegrain—the opening night of Longchamp Beach Club came alive to the refined and magnetic sounds of LOLLA on the decks.
Parisian Style Arrives in Versilia
The scent of maritime pines and the sound of distant ocean waves set the atmosphere, typical of Versilia, where every detail tells a story. Just steps from the beach, the Longchamp style is palpable: natural, understated, elegantly free. As the day’s last lights illuminate the changing booths, adorned for the occasion with the iconic galloping horse and rider—also found on the drinks—the tables facing the sea are dressed with embroidered placemats and custom ceramics, details evocative of the maison’s aesthetic. The sun slowly sets behind the Apuan Alps, casting golden reflections on the beach. It’s the golden hour, a time when everything slows down, and the beach club transforms. The signature cocktail bar comes to life; the lights grow warmer, and the first toasts sparkle in the glasses. With a music selection designed to blend with the ambiance, elegant beats and Mediterranean vibes come alive. Here, the most vibrant soul of Longchamp Beach Club emerges: a lifestyle set under the open sky, where each detail articulates a clear vision of design, freedom, lightness, and authenticity.
A Limited-Edition Collection for Summer
The beach becomes a miniature universe under the Longchamp signature. The tents, deck chairs, umbrellas, and even the beach towels have been reinterpreted, enriched with natural textures and refined details that echo the timeless aesthetic of the maison. The famous Le Pliage, a symbol of Longchamp—foldable, lightweight, and inspired by origami—becomes the ideal companion for beach days, offered for the occasion in a canvas version, perfect for summer and available in a limited edition. This accessory is designed not only for practicality but to narrate a lifestyle. And as the sun gradually sets toward the horizon, it’s time for a gourmet break. The beach club’s restaurant offers fresh, seasonal cuisine that celebrates local flavors with a contemporary touch. The spaces, embellished with decorative elements specifically designed for the collaboration, evoke a feeling of being in a place suspended between authenticity and refinement. Every detail is meticulously crafted, yet everything flows naturally, just like a perfect day at Forte dei Marmi.
Longchamp at Forte dei Marmi, What a Dream!
With the Longchamp Beach Club, an iconic place like Bagno Felice 1 is transformed into an experience to live and relive. Every day. But the story doesn’t end on the beach. For those who want to carry a memory of this special summer with them, there’s one last stop to make: the Longchamp boutique at Via Giovanni Montauti 8, in the heart of Forte dei Marmi. Here, among neatly arranged shelves and details that recall the visual universe of the Beach Club, a limited edition of the Le Pliage® Monde Forte dei Marmi is available—a unique capsule collection that celebrates the meeting of the Parisian spirit of the brand with the sunny soul of Versilia. A souvenir that smells of sea, design, and savoir-faire.
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Theo is a dynamic fitness coach who brings energy, realism, and flavor to healthy living. His content is about strong bodies, positive minds, and meals that fuel both.