\t\t\t\t\t\t \t\t\t\t\tThe Herno Suite restaurant at the Phi Beach club.<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Herno<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\tBoasting a menu conceived by chef Giancarlo Morelli, a longtime Herno collaborator, the location comprises about 20 tables.<\/p>\n \n\tHerno\u2019s president and chief executive officer Claudio Marenzi\u00a0touted Phi Beach\u2019s founder Luciano Guidi for continually striving for excellence at the beach club. \u201cNowhere else in Europe have I found such meticulous attention to detail and care for the landscape as he has been putting into his Phi Beach for years,\u201d Marenzi said.<\/p>\n \n\tThe French brand Lacoste is decamping from the French to the Italian Riviera, taking over Tigu Beach in Sestri Levante, a picturesque and lively destination on the eastern coast of the Liguria region.<\/p>\n \n\tOperating through Sept. 1, Tigu Beach \u2014 the brainchild of Edoardo Santanna and Mattia Ferrari \u2014 is outfitted with Lacoste branded sunbeds, beach towels and cushions featuring the signature crocodile logo.<\/p>\n \t\t\t\t\t\t \t\t\t\t\tThe Lacoste takeover of Tigu Beach in Sestri Levante.<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Tigu Beach<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\tIn addition to a trendy culinary offering spanning Oakberry bowls and smoothies and a Callmewine-curated selection of wines, the beach club hosts a pop-up shop selling fashion and lifestyle products from different indie and niche brands, starting with beachwear label Reina Olga on Aug. 1, and changing every other week.<\/p>\n \n\tThis is not the first fashion collaboration for the beach club, which in recent years has teamed with other brands, including Paul & Shark.<\/p>\n \n\tFrench brand Longchamp is taking over Bagno Felice 1 in Forte dei Marmi, the tony seaside resort in the Tuscany region, transforming it into the Longchamp Beach Club for the season.<\/p>\n \n\tCabanas, furniture, linens and textiles, as well as accessories, down to backgammon boards and cabin keychains, have been decked in the brand\u2019s signature pastel green color.<\/p>\n \n\tThroughout the summer the beach club will host a range of events and activities including live music performances.<\/p>\n \t\t\t\t\t\t \t\t\t\t\tThe Longchamp takeover of Bagno Felice 1 in Forte dei Marmi.<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Longchamp<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\tMarking the takeover, the Longchamp boutique in town will offer an exclusive limited edition of the Le Pliage bag.<\/p>\n \n\tAs it continues to invest in its lifestyle and fashion project, Vespa is doubling down on its \u201cBy the Sea\u201d concept partnering with a couple of beach clubs across Italy.<\/p>\n \n\tIn keeping with the seminal initiative last year, the Piaggio-owned brand is taking over a beach resort in Paraggi and adding a partnership with the Is Molas Beach Club in Sardinia, founded in the \u201870s and now additionally attractive for its nearby golf course.<\/p>\n \t\t\t\t\t\t \t\t\t\t\tThe Vespa takeover of the Is Molas Beach Club in Sardinia.<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Vespa<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\tVespa-branded customizations span from the lounge to the beach areas, with bespoke umbrellas, cushions, beach towels and complimentary paddle boards for guests.<\/p>\n \n\tThe signature Gallo stripes are off to Forte dei Marmi decking the pool area of the storied Augustus Hotel & Resort.<\/p>\n \n\tStemming from the friendship between Giuseppe Colombo, CEO of the sock-maker and beachwear brand, and Vittorio Maschietto, the entrepreneur behind the hospitality location, the partnership sees Gallo decking umbrellas, cushions and the bar counter\u2019s backdrop in green and blue asymmetrical stripes.<\/p>\n \t\t\t\t\t\t \t\t\t\t\tThe Gallo takeover of the pool area of the Augustus Hotel & Resort in Forte dei Marmi.<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Gallo<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\t\u201cI have a deep connection to this place: it has always been my favorite destination, and even today, I return here with my family whenever I can,\u201d Colombo said. \u201cFor me, it\u2019s a tranquil oasis that fosters creative leisure, where time seems to stretch, allowing space for observation, reflection and thinking,\u201d he said.<\/p>\n \n\tThe Milanese quiet luxury brand Doriani is also scaling up its lifestyle push through its first beach takeover in Forte dei Marmi.<\/p>\n \n\tMarking the 25th anniversary of the flagship in town \u2014 one of the four boutiques the brand operates, which include units in Milan, Santa Margherita Ligure and Portofino \u2014 the brand has customized beach club Bagno Cesare with sunbeds, cabanas, beach towels and even the beach staff donning Doriani.<\/p>\n \n\tThe brand has also customized La Gritta restaurant in Portofino.<\/p>\n \t\t\t\t\t\t \t\t\t\t\tThe Doriani takeover of Bagno Cesare in Forte dei Marmi.<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Doriani<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":" MILAN \u2014 The beach isn\u2019t just for the luxury juggernauts anymore. A slew of smaller and independent fashion and lifestyle brands are flocking to seaside destinations in Italy this summer, capitalizing on the trend of beach takeovers jumpstarted by marquee luxury labels over the past few years. As Dior, Loro Piana, Missoni, Burberry, Prada, Jacquemus, Giorgio Armani and more continue to leverage the formula, which sits at the intersection of hospitality and lifestyle to bring the brand experience to vacationing customers, labels ranging from Lacoste and Herno to Vespa are sailing for picture-perfect destinations along the Italian coastline, toying with the same concept. Here\u2019s a roundup of beach club takeovers from more unexpected fashion players. Herno at Phi Beach Herno is reprising its collaboration with Phi Beach, a tony club in Baja Sardinia, the charming coastal town on the northern part of the island. In addition to outfitting cabanas, sunbeds and deck chairs in sand and dark brown colorways, the Italian company has designed a range of beach essentials, from towels and shoppers to water bottles and hats. Furthering its lifestyle push, the beach club is also home to Herno Suite, the first branded restaurant perched atop the cliffs overlooking the Phi Beach club and the crystal-clear Sardinian sea. It was designed in sync with the brand\u2019s understated luxury aesthetics, with teak tables featuring rope-inspired legs, wooden chairs, as well as cork coasters and menus. The Herno Suite restaurant at the Phi Beach club. Courtesy of Herno Boasting a menu conceived by chef Giancarlo Morelli, a longtime Herno collaborator, the location comprises about 20 tables. Herno\u2019s president and chief executive officer Claudio Marenzi\u00a0touted Phi Beach\u2019s founder Luciano Guidi for continually striving for excellence at the beach club. \u201cNowhere else in Europe have I found such meticulous attention to detail and care for the landscape as he has been putting into his Phi Beach for years,\u201d…<\/p>\n","protected":false},"author":1,"featured_media":3406,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/posts\/3405"}],"collection":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3405"}],"version-history":[{"count":0,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/posts\/3405\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/media\/3406"}],"wp:attachment":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3405"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3405"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3405"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"The](\"https:\/\/wwd.com\/wp-content\/uploads\/2025\/07\/The-Herno-Suite-restaurant-at-the-Phi-Beach-club.jpg?w=300\")
<\/p><\/div>\n<\/p><\/div>\n\t\tLacoste at Tigu Beach<\/strong>\t<\/h3>\n
![\"The](\"https:\/\/wwd.com\/wp-content\/uploads\/2025\/07\/The-Lacoste-takeover-of-Tigu-Beach-in-Sestri-Levante.jpg?w=200\")
<\/p><\/div>\n<\/p><\/div>\n\t\tLongchamp at Bagno Felice 1\t<\/h3>\n
![\"The](\"https:\/\/wwd.com\/wp-content\/uploads\/2025\/07\/The-Longchamp-takeover-of-Bagno-Felice-1-in-Forte-dei-Marmi.jpg?w=300\")
<\/p><\/div>\n<\/p><\/div>\n\t\tVespa at Is Molas Beach Club and Paraggi\t<\/h3>\n
![\"The](\"https:\/\/wwd.com\/wp-content\/uploads\/2025\/07\/The-Vespa-takeover-of-the-Is-Molas-Beach-Club-in-Sardinia.jpg?w=300\")
<\/p><\/div>\n<\/p><\/div>\n\t\tGallo at Augustus Hotel & Resort\t<\/h3>\n
![\"The](\"https:\/\/wwd.com\/wp-content\/uploads\/2025\/07\/The-Gallo-takeover-of-the-pool-area-of-the-Augustus-Hotel-Resort-in-Forte-dei-Marmi.jpg?w=300\")
<\/p><\/div>\n<\/p><\/div>\n\t\tDoriani at Bagno Cesare\t<\/h3>\n
![\"The](\"https:\/\/wwd.com\/wp-content\/uploads\/2025\/07\/The-Doriani-takeover-of-Bagno-Cesare-in-Forte-dei-Marmi.jpg?w=200\")
<\/p><\/div>\n<\/p><\/div>