Twiga
The beach club Flavio Briatore opened on the Versilia sand, sold in 2025 and dressed that summer by Dolce & Gabbana.
Twiga stands on the sand at Marina di Pietrasanta, in the stretch of Tuscan coast called the Versilia, though it is registered under the name of the smarter town next door and is widely called Twiga di Forte dei Marmi. It is a stabilimento balneare in the Italian sense — a licensed establishment on public sand — with cabins, hot showers, a pool, a restaurant and a bar, a gym, a beach volley court and its own parking at the entrance. Dogs are admitted, with their own area.
The day is sold as a tent. Arab tents and gazebos, each with beds, loungers, chairs and a table, are hired by the day; in 2017, under Briatore, the Codacons survey that named this the most expensive beach in Italy priced the classic gazebo, the arabian and the presidential at three hundred, four hundred and a thousand euro. In 2025, under the new owner, the management put a day from four hundred euro and the imperial pagoda above a thousand, with a season at about sixteen thousand. The club opened around 2000 and passed in 2025 from Briatore's Majestas to LMDV Hospitality; the director is Lucio Matarante. That first summer under the new owner it was given over to Dolce & Gabbana as a creative take-over, and a second kitchen under the group's own Vesta name was set beside it.
The tent, not the lounger. What is rented here is an enclosure with furniture, priced as a unit, which is why a day costs what a week costs elsewhere on the same coast.
A model that spread. The local paper credits this club with importing the beach-club formula — establishment, pool and restaurant together — to a coast that had run on bathing huts, and with the row of imitations that followed it along the Versilia.
Who it is not for
Twiga is wrong for anyone who wants an Italian bathing establishment of the older kind, where an umbrella and two loungers are the whole transaction. It is wrong for a visitor who does not book: the tents are a fixed number and the season is sold in advance. And it is wrong for someone who wants the place as it was, because the house changed hands in 2025 and the summer that followed was staged by a fashion house. For the older form, the Versilia holds Bagno Piero and Bagno Alpemare, both marked by the Italian guide.
Sources
- lanazione.it, 10 July 2025 — director Lucio Matarante; a day from about 400 euro, the imperial pagoda above 1,000, a season about 16,000; Dolce & Gabbana creative take-over; Carlo Ziller, chief executive of LMDV Hospitality; the Vesta kitchen added; the club described as twenty-five years old
- lapresse.it and mondobalneare.com, Codacons survey 2017 — presidential gazebo 1,000 euro a day, arabian 400, classic 300; ranked the most expensive beach in Italy
- spiagge.it, listing 16351 — stabilimento at Pietrasanta in the Versilia; arab tents with loungers and deckchairs, cabins, hot showers, pool, restaurant, bar, gym, beach volley, private parking, dogs admitted
- lanazione.it, Versilia beach resorts — the establishment-pool-restaurant formula credited to this club and copied along the coast
- Guida ai migliori beach club d'Italia, 2nd edition 2025 (Morellini), reported by mondobalneare.com — three gold umbrellas
- Opening year is given as about twenty-five years before 2025 and is not stated exactly in any source; not stated in the text.
Verification
- Official source
- Checked
- Inventory
- From official source
- Sources disagree
- the name: registered and widely cited as Twiga di Forte dei Marmi, while the address and every survey place it at Marina di Pietrasanta. Both recorded; the register holds the physical town.
- Operator confirmation
- Pending
- Last verified
- —
Booking
The register does not book. It records where the day is sold and on what terms.
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