Giorgio Armani acquires La Capannina di Franceschi: a return to his roots in Forte dei Marmi
Giorgio Armani has announced the acquisition of La Capannina di Franceschi srl in Forte dei Marmi. The legendary club, founded in 1929 by Achille Franceschi and acquired in 1977 by Gherardo and Carla Guidi, has long been a symbol of Italian high society. For nearly a century, it has been a crossroads for artists and intellectuals.
An affectionate gesture and a tribute to tradition
For Giorgio Armani, always deeply tied to Forte dei Marmi – his personal retreat and holiday destination – this acquisition represents an emotional gesture. It marks a return to his origins, as it was here in the 1960s that he first met his friend and business partner Sergio Galeotti. It is also a tribute to Italian tradition. The new management will take effect from the summer season of 2026.
The legendary history of La Capannina
La Capannina di Franceschi opened on August 15, 1929, thanks to the vision of Achille Franceschi, former mayor of Forte dei Marmi and owner of the Grand Hotel. Franceschi’s idea was to transform an old seaside shed, once used as a storage space, into a beach bar serving cocktails and desserts, accompanied by gramophone music.
La Capannina holds the record as the oldest nightclub with a restaurant in the world, never having changed its name since its opening. What began as a simple wooden hut measuring 4 by 3 meters with a license to sell alcohol soon became an exclusive meeting place.
The Golden Age: artists and intellectuals in the 1930s
During the 1930s, it was fashionable to sit at a table at La Capannina at sunset and sip a Negroni. Among the patrons were nobles such as the Della Gherardesca, Rucellai, Rospigliosi, and Sforza families, as well as poets and intellectuals like Repaci, Ungaretti, Montale, Levi, and Pea.
The club quickly became a symbol of the Italian dolce vita. Its strategic location on Forte dei Marmi’s beach made it the privileged gathering place for the cultural and social elite of the time.
Giorgio Armani’s deep connection with La Capannina
Armani’s emotional connection with La Capannina is rooted in a pivotal moment in his personal and professional life. His first encounter with Sergio Galeotti dates back to 1966, in Forte dei Marmi, near the iconic club.
“We met near La Capannina, in Versilia, where I was on holiday for two days,” Armani recalls. “I came across Sergio in a car, I was immediately struck by his Tuscan smile, and we quickly became friends.” At the time, Armani, then 32 years old, was working as a designer for Nino Cerruti.
Sergio Galeotti: the partner who changed everything
Galeotti played a crucial role in Armani’s history, leading the financial and administrative side of the company. Their collaboration extended far beyond the professional realm, becoming a deep personal bond that lasted until Galeotti’s untimely passing in 1985 at the age of just 40.
“With Sergio’s death, a part of me also died,” Armani confessed. When his life and business partner passed away, the entrepreneur even considered giving up his career. “But then I realized that walking away would mean abandoning all the hopes Sergio had placed in me.”
The evolution of La Capannina over time
Since 1977, La Capannina has been passionately managed by Gherardo and Carla Guidi, who succeeded in preserving its prestige and unique atmosphere. The nightclub has endured through different eras, always remaining a benchmark for Versilia’s nightlife.
The venue has retained its vintage charm while continuing to attract celebrities, artists, and cultural icons. Its dance floor, surrounded by always-crowded tables, and its iconic upstairs balcony have become recognizable symbols of Italian nightlife.
A strategy for cultural heritage preservation
Armani’s acquisition of La Capannina is not merely a real estate investment but part of a broader strategy to preserve and enhance Italian cultural heritage. The Milanese fashion maestro has always shown a strong commitment to safeguarding Italian traditions, integrating them into his entrepreneurial vision.
Forte dei Marmi, with its exclusive beaches and refined atmosphere, has long been a buen retiro for Italian and international high society. Acquiring the town’s most iconic club confirms Armani’s dedication to preserving and celebrating symbolic places of Italian culture.
Giorgio Armani and La Capannina: future prospects
With the new management set to begin in summer 2026, expectations are high that Giorgio Armani will bring his expertise in luxury and high-end hospitality to revive La Capannina’s golden era. The acquisition could mark the start of a new chapter for the historic club, while preserving the soul and tradition that made it legendary.
The decision to wait until 2026 to take over operations reflects Armani’s thoughtful and respectful approach, ensuring a smooth transition for one of the most cherished landmarks of the Tuscan coast.
