The favourite seaside resort of Italy's luxury families: opening of the Principessa boutique hotel (Italy's first Marriott Autograph Collection, Marias restaurant by Michelin-starred chef Jason Atherton), and "Onde", the seaside osteria of the Four Seasons Hotel Firenze, in residence at the Bocelli family's Alpemare beach club over ten weekend dates in July. Seasonal fashion pop-ups in the centre (ViBi Venezia in early July, Moaconcept in late July).
Line-up : Italian industrial and fashion families, international clientele; Andrea Bocelli (Alpemare); Jason Atherton (Principessa)
Boutiques and pop-ups with free access; beach clubs (Alpemare, Twiga) and Onde x Alpemare dinners by direct reservation; the best beach cabins are booked by the season through the historic bagni.