La Serena Hotel Forte Dei Marmi

Character and identity

La Serena reframes the Tuscan coastal idea as something altogether more contemporary: a 30-room boutique hotel that doubles as a working art gallery, with rotating exhibitions curated in partnership with Dubai's Tabari Artspace and an artist-in-residence programme feeding original pieces into the lobby, lounges and guest rooms. The aesthetic is modernist and saturated with colour, softened by white linens, natural wood and terraces that pick up the sea air. The restaurant pulls in the opposite direction, leaning traditional Tuscan with daily market sourcing, handmade trofie and Ligurian pesto, and an Italian-heavy cellar. Service register is relaxed and boutique rather than grand-hotel formal.

Who's it for

Bottom line

The defining feature here is the art programme: staying at La Serena genuinely feels like sleeping inside a curated gallery, and that, paired with the beach-club access, is the reason to book. Worth it for couples who care about contemporary design and want a low-key base for Forte dei Marmi. Request a suite with a freestanding tub overlooking the gardens, and aim for shoulder season when the terrace lunches are at their best.