Principessa, Forte dei Marmi, has opened in one of the town’s most coveted locations, directly opposite the legendary La Capannina, bringing a contemporary, design-led perspective to a destination more often associated with long-established glamour.
What makes Principessa stand out is its scale and sense of place. With just 36 rooms and suites, with generous outdoor terraces, the property feels more like an elegant private villa than a traditional luxury hotel. The concept is rooted in the slow-living culture that has long defined summers in Versilia, encouraging guests to experience Forte dei Marmi at a gentler pace through beach club partnerships, cycling, and immersive local experiences.
The hotel’s architecture offers a particularly strong design story. Inspired by the silhouette of a yacht moving towards the sea, the sculptural building creates a fluid connection between the coastline and the dramatic backdrop of the Apuan Alps. Locally sourced materials, crafted by regional artisans, reflect the colours and textures of the surrounding landscape, from sun-bleached dunes to coastal stone.
At the heart of the property is Marias, a new restaurant led by internationally acclaimed chef Jason Atherton alongside Italian Executive Chef Giorgio Cicero. Designed as a social hub for both visitors and locals, the restaurant combines Tuscan seasonality with Atherton’s globally influenced culinary approach, reflecting the increasingly sophisticated dining scene emerging along the coast.
The opening also taps into the rich artistic heritage of the region. Located close to Pietrasanta, one of Italy’s most important centres for sculpture and marble craftsmanship, Principessa draws inspiration from the area’s creative legacy through collaborations with local artisans and a design narrative shaped by Versilia’s cultural identity.
For travellers seeking an alternative to larger resort-style properties, Principessa offers a more intimate vision of contemporary Italian luxury — one where craftsmanship, gastronomy and local culture take precedence over spectacle.
