For those who have frequented Forte dei Marmi over the years, the transformation of the destination into what could be described as the Italian St. Tropez is clear—albeit with a stronger presence of high-end and lifestyle brand activations. Many of these brands pursue a strategy of following their clientele with diverse and creative initiatives.
This summer, Louis Vuitton elevates the season’s first ice cream with ten classic flavors plus two special creations celebrating its unique art de vivre. The Maison has launched its first-ever branded gelateria in Forte dei Marmi, marking the official start of summer.
From June to September, a vintage-inspired green kiosk will offer ice cream served in custom-designed containers featuring a unique pattern created exclusively for the occasion. Even the traditional round cones have been reimagined in the Maison’s style, transformed into decorative floral motifs.
The gelato selection has been curated by Galliano, a historic Versilian café known for pioneering gourmet gelato—with flavors such as gorgonzola and tomato—alongside two bespoke flavors: Vivienne (Portuguese milk with mandarin swirl) and Gaston (sponge cake zuccotto with croccantino and dark chocolate chips).
This gelateria initiative symbolizes Louis Vuitton’s commitment to being a brand that goes beyond fashion, embodying a distinctive art de vivre.
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