Luxury fashion brand Armani acquires coastal cult club in Tuscany

In a significant move that blends fashion and history, 91-year-old Italian fashion designer Giorgio Armani has purchased the iconic 'Capannina di Franceschi' club in Forte dei Marmi, a renowned seaside resort on the Tuscan coast.

Established in the 1920s, the 'Capannina di Franceschi' has been a cult destination since its conversion into a disco in 1929. Known for its glamorous allure, the club gained fame as an Italian Studio 54 on the Tuscan coast, attracting a diverse crowd of aristocrats, intellectuals, film stars, industrialists, and members of the royal family.

The 'Capannina di Franceschi' has been a fashionable place to sit and be seen as early as the 1930s, and over the years, it has played host to numerous stars such as Ray Charles and Grace Jones. The club even served as the backdrop for the cult film 'Sapore di mare' in the 1980s.

The future of the Capannina was uncertain after the death of long-time owner Gherardo Guidi last year. However, with Armani's purchase, the club will continue operating under his leadership from summer 2026.

Armani's acquisition of the Capannina is a matter of personal sentiment, as Forte dei Marmi is his favorite place and where he has had a holiday home for years. The purchase also holds a special significance as it is where he met his friend and later business partner, Sergio Galeotti, in the 1960s. Galeotti, an Italian architect and co-founder of the Giorgio Armani Corporation, played a crucial role in managing the financial and administrative aspects of Armani's company.

Several interested parties were reported, with Italian media speculating about bids of up to 12 million euros. As one of the oldest active clubs in the world, the 'Capannina di Franceschi' continues to be a symbol of Italy's rich cultural and social history, now under the stewardship of a fashion icon.