A Slower Kind of Summer: Finding Hidden Luxury in Forte dei Marmi

Nestled between the Apuan Alps and the Tyrrhenian Sea, Forte dei Marmi has long been a destination for those in the know. With its tree-lined streets, golden beaches and easy elegance, it offers a quieter kind of luxury. This is not a town of flash or noise, but of carefully curated days: coffee in the square, long lunches under striped awnings, and the soft sound of bicycles weaving through pine-scented lanes. For those looking to step off the radar without losing access to excellent food, art, fashion and natural beauty, Forte is the perfect choice.

Start Slow, Stay Well

Where you stay shapes the rhythm of your trip, and at La Serena, the pace is beautifully unhurried. This boutique hotel has quickly become one of Forte dei Marmi’s best-kept secrets. With just 28 rooms and suites, it is an intimate escape with a strong sense of place and personality. The interiors are a dream for design lovers, filled with modern artwork and one-off pieces created by the hotel’s artists-in-residence. Sculptures, bold colours, and playful details give each corner of the hotel its own identity – from the chic bar to the serene garden and pool.

But La Serena is not simply about looks. There is substance behind the style. The restaurant serves thoughtful, seasonal dishes, and the wine cellar is a true discovery, with rare bottles tucked among striking stone walls. Evenings here often begin with a cocktail at the bar and end with conversation by candlelight in the garden.

See the Town Like a Local

Forte dei Marmi is a town best experienced outdoors. One of its charms is its flat layout and expansive cycle path that runs along the seafront. It is not just a tourist gimmick – cycling is the primary mode of transport for most residents, whether they’re off to the market or heading for dinner. Guests at La Serena can make the most of this tradition with access to the hotel’s complimentary bikes, including electric options that make longer rides effortless.

A perfect day might begin with breakfast in the garden before heading out for a ride along the beach. Stop for a dip or settle into one of the elegant beach clubs – some of which have their own chefs, sommeliers and curated music playlists. Later, pedal into town for shopping or an espresso in the main square, where the pace remains pleasingly slow.

Culture in Every Direction

Forte dei Marmi is not just about the beach. Within a short drive, you can explore the region’s deep cultural roots. Head inland to Pietrasanta, a town famed for its marble workshops and international art scene, or to Carrara, where Michelangelo once sourced his stone. Both are steeped in creativity, with exhibitions, galleries and working studios to explore.

Back in town, the weekly market draws stylish Italians from across the region. It is one of the best in Tuscany, known for its quality cashmere, linen, leather sandals and artisan homeware. Whether you’re in the market for fashion or simply people-watching, it’s worth a visit.

Evenings at Ease

When the sun begins to set, Forte dei Marmi shifts again. Locals reappear after the heat of the afternoon, dressed with quiet flair, ready for a spritz by the sea or dinner at their favourite table. La Serena offers a strong alternative to the town’s buzzy restaurants, with its creative menu, low-lit interiors and relaxed but refined service.

If you’re in the mood for more, legendary spots like La Capannina di Franceschi, one of Europe’s oldest beach clubs, often host live music and dancing late into the night. But many choose to end their day simply – back at the hotel, glass in hand, surrounded by the soft hum of conversation and the scent of Mediterranean pines.

Forte’s Signature Style

What makes Forte dei Marmi so special is not just its beauty, but its atmosphere. There’s a distinct sense of ease here – a lack of urgency that encourages you to linger longer, to do less and enjoy more. At La Serena, that spirit is reflected at every turn, from the creative energy of the interiors to the tranquil rhythm of its days. It is a place that lets you slow down and soak up summer in its most elegant form.