Post-pandemic, American travel to Italy has exploded, usually to the Amalfi Coast and its hot spots like Positano and Ischia, or, thanks to The White Lotus, to Sicily and Taormina. In the popular imagination, the seaside Tuscan hamlet of Forte dei Marmi figures less prominently. A casual observer might confuse it at first glance for Palm Beach meets Saint-Tropez, its local square dotted with luxury boutiques and its coastline brimming with comfortable beach clubs. For Italians, however, Forte is synonymous with stealth wealth. It is to the Milanese and the Florentines what the Hamptons is to New Yorkers. They go there to relax, unplug, and bike around, and they have for a long time. Edoardo Agnelli, Gianni's father, bought a villa there for the family to spend their summers in 1926, and the patrician brood were fixtures there through the 1960s. Shortly thereafter, Villa Costanza, as it was called, was acquired by Nino Maschietto, the proprietor of the grand Augustus Hotel & Resort, which turned it into its 19-room Lido Hotel (pictured above). Now, the Augustus and its various villas are under the care of Nino's grandson, Giacomo, who spoke to T&C about the property's history and its plans for the future.
Tell me about the signature suite at the Augustus. What makes it special?
The seven villas, set in the park of the Augustus Hotel & Resort, guarantee privacy and the comfort of a private residence with all the services of a five-star hotel. They provide our guests with the unique opportunity to live in a truly Forte dei Marmi style. All apartments are equipped with private garden, jacuzzi or swimming pool, living room, kitchenette, and each room has a private bathroom. Villas can be rented with all the hotel services in a weekly basis, including daily cleaning and breakfast. For instance, Villa Franca, which was recently renovated, is a large Fifties villa offering distinctive luxury interior design. The central element is the large living/dining area on two levels, with multicolored, diagonal-design inlaid marble floors and wallpapers by Fornasetti, featuring views of the park and the village. The entrance porch overlooks a secluded garden with a private jacuzzi.
What is the starting rate for the suite, and what kind of packages can guests build around it?
The starting rate for the suite in high seasons is € 2,500 (or $2,749.52 at the current exchange) per night for the smallest villa to € 5,900 ($6,488.88) per night for the biggest one, including breakfast and the use of the fitness center. Guests can add a deluxe tent at the exclusive Augustus Beach Club or buy massages and treatments at our Augustus Dayspa. Our concierge service is available to organize a private transfer service or to rent bicycles for the whole family, to fully experience the style of Forte dei Marmi.
What is the property's history, and what is one feature first-time visitors will find surprising?
The Augustus Hotel & Resort, comprising its numerous villas, spacious grounds and rich history, is the embodiment of the Forte Dei Marmi and Versilia ethos. Since the 1920s, everyone from artists and intellectuals to aristocrats and business men have flocked to this little town, attracted by the privacy and comfort offered by its pine woods and sandy beaches, hidden away behind the Apuan mountain range. In 1926 Edoardo Agnelli, son of Senator Giovanni, founder of FIAT, and father of Gianni, bought Villa Costanza, a neo-Renaissance style villa built by Admiral Morin in the early 1900s. The legend of the Villa Agnelli was born and the celebrated family from Turin were to spend their summers there for over 30 years. In the same years, other families began construction of villas in the nearby pinewood, including that of the Pesenti family, which was then transformed into an hotel by its owner, Augusta Pesenti who gave her name to the new and charming hotel, Augustus.
The original Villa Pesenti, was designed by the famous architect, Osvaldo Borsani in 1939 and with its mixture of rationalist and Mediterranean influences, it became the crown jewel of the new Modernist movement. Augusta Pesenti added an extra floor to the villa in 1953 and turned it into the Augustus Hotel. It was to remain the only luxury hotel on the Versilia coast for the next 20 years. Additionally, seven villas, each with different architectural and interior design, were built in the park surrounding the main building by architects and artists under the patronage of Signora Augusta. Completing the Augustus Hotel & Resort, a large swimming pool was built in the quietest area of the park, and the modern La Nave (the Ship) was constructed amongst the pine trees, with its unique long, terraced outside spaces, reminiscent of a cruise ship. But the driving force behind the Augustus Hotel was its first manager, and then owner, Nino Maschietto, who granted the Villa Agnelli a new lease of life when the acquired it in 1969. The villa maintains today a superior level of exclusivity and privacy, in part due to the underground passageway that leads directly from the garden of the villa to the sea, avoiding the road and the public. The tunnel is still the only one of its kind along the Versilian coast. Once out of the tunnel, the beach resort is reached along a small, hydrangea-lined path. Initially built as a rudimentary hut to house the Agnelli family seaplane, it has been carefully restored over the years by the Maschietto family to reach the high standards of the rest of the resort. The Maschietto family still runs the resort today as well as the other family hotel, Hermitage Hotel & Resort, situated in its own beautiful grounds just outside the town center.
Tuscany is enjoying renewed attention from American luxury travelers. Why do you think that is?
The American luxury market is one of the main ones in Tuscany, which has always been known as a cultural destination and for its hilly landscapes. In recent years, however, a new form of tourism has taken hold: seaside destinations are gaining more and more importance, giving life to a seaside tourism also supported by the gastronomic offer with excellent seafood restaurants overlooking the beach.
What are some of the hotel's oldest and its newest amenities?
The innovative concept of our fitness center offers new emotions to those who love to keep moving. Facing the green reflexes of the garden, it features some of the most advanced Technogym equipment for a personalized training experience. The pleasure of walking, running and pedaling on the Artis line’s equipment is the consequence of meticulous research on biomechanics and essential design. We're also a pet friendly hotel, and we provide a special kit for our four-legged friends. Among the oldest amenities offered by our resort are the swimming pools, which were introduced in the Sixties.
Are there any other special experiences guests should ask her for when they arrive?
A vacation on a yacht is an unforgettable experience for those who want to see breathtaking places with enchanting natural beauty and for those who want privacy and romance. We can organize prestigious yacht tours complete with crew on board. Another experience we suggest are excursions to the quarries of Carrara and Colonnata. These cozy Italian towns will greet you with deposits of snow-white marble. You will touch the history, as this marble was mined in the days of ancient Rome. Wine tours in Tuscany are also a wonderful opportunity to be among the traditions and culture of Italy. The world famous Chianti is produced in the wineries of Tuscany. Our concierge service is always active to guarantee a luxury experience for our guests.
What sights, shops, and restaurants near the property that visitors should check out this year?
Forte dei Marmi is well known for its luxury boutiques and for the market that take place in the main square of the city. Every year the most famous luxury brands decide to invest here. In fact, in summer 2023 Prada's expansion project in Forte dei Marmi will be completed; Dior, Bulgari and Louis Vuitton also have flagship stores here. Forte dei Marmi has also consolidated its gastronomic offer with excellent seafood restaurants and starred menus. About five miles from Forte dei Marmi, we suggest you to visit Pietrasanta, a small village rich in history and culture that is enriched throughout the year by art exhibitions throughout the city.
What’s in store for the rest of 2023 and into 2024?
For 2024, the property has decided to invest in the acquisition of the new Villa Ala, which will consist of two complexes that will enjoy privacy and the comfort of a private residence with all the services of a five-star hotel. The refurbishment will start in October 2023 and the villas will be inaugurated in summer 2024.
