Design Hotel in Tuscany: Mid-Century Modern Style on the Coast

If you’re looking for a design hotel in Tuscany with a mid-century modern feel right by the sea, La Serena in Forte dei Marmi is a refined choice on the Tuscan coast. This five-star boutique retreat blends contemporary architecture, warm natural materials, curated art and relaxed Italian seaside living, just moments from the region’s most iconic beach clubs.

A contemporary design hotel on the Tuscan coast

Forte dei Marmi sits on Tuscany’s northern shoreline, between the Apuan Alps and the Ligurian Sea. Long, sandy beaches, pine groves, designer boutiques and a discreetly glamorous atmosphere have made it a favourite summer haven for Italian families, creatives and style-conscious travellers.

La Serena occupies a quiet residential street within easy walking distance of the seafront. Officially rated five stars, it positions itself as an experiential boutique hotel: intimate in scale, with highly personalised service and spaces designed for slow, tailored stays rather than showy grandeur. From the entrance through to the garden, light, flow and calm are the guiding principles.

Mid-century-inspired calm and crafted details

The hotel’s low, horizontal architecture, generous terraces and large windows echo the rhythm of the pine trees outside. Indoors, the colour palette is coastal and soothing – sandy neutrals, soft greys and sea blues – used as a backdrop for bespoke furniture, sculptural lighting and contemporary artworks.

Rather than a literal retro theme, La Serena embraces a contemporary language that resonates with lovers of mid-century modern: clean lines, functional beauty, organic curves and tactile textures. Natural materials – wood, stone, terracotta tiles, hand-thrown ceramics, linen drapes – bring warmth and a sense of place. The hotel’s artist-in-residence programme and rotating exhibitions add colour and personality throughout the lobby, corridors and rooms.

Rooms and suites for design-minded travellers

La Serena offers a limited number of rooms and suites, which helps preserve a sense of privacy and quiet. Each space is individually styled with custom furnishings, contemporary art and a neutral palette that encourages rest. The emphasis is on considered details – headboards, lighting, textiles – rather than ostentatious décor.

Many rooms open onto balconies or terraces overlooking the garden, the umbrella pines or, in the distance, the Apuan Alps. Terraces become outdoor living rooms for private breakfasts or sunset aperitivo. Bathrooms, often clad in marble, feel like compact wellness sanctuaries, with high-quality amenities and plush linens that align with the hotel’s understated luxury.

Art, dining and poolside slow living

Beyond the rooms, La Serena is conceived as a small cultural universe. Through its artist residency and partnerships, the hotel acts as a living gallery where installations and exhibitions shift with the seasons. Returning guests often discover new works and perspectives each year, making design and art part of the stay rather than a simple backdrop.

The restaurant celebrates Tuscan flavours with a modern twist. Seasonal ingredients from local producers shape a menu of handmade pastas, fresh seafood and vegetable-driven plates that feel light yet satisfying. An impressive wine library of over 2,000 labels – from classic Tuscan estates to international bottles – and a cocktail bar run by skilled mixologists complete the experience.

At the heart of the property lies a Mediterranean garden wrapped around the outdoor pool. Here, cushioned loungers, sculptural umbrellas and low seating areas create a resort-style living room under the open sky. It’s a tranquil spot for a morning swim, a poolside lunch or an unhurried afternoon with a book and a glass of Vermentino.

Discover Forte dei Marmi and Tuscany’s cultural Riviera

From La Serena, the beach and private beach clubs are an easy walk or a short ride on the hotel’s complimentary bicycles. The town itself is made for cycling: pine-lined avenues, a lively weekly market, open-air cafés and boutiques clustered around the historic centre.

The concierge can arrange tailored experiences that showcase the region’s blend of nature and culture: boat trips along the Versilian coast, guided visits to the marble quarries of Carrara, contemporary art walks in Pietrasanta, or day trips to Lucca, Pisa and Florence. By car, Pisa is around 40 minutes away and Florence about 90 minutes; guests arriving by train or plane can pre-book shuttle transfers from Forte dei Marmi station or Pisa Airport through the hotel.

Whether you’re planning a romantic escape, a design-focused beach break or a longer Tuscan itinerary, La Serena offers the blend of mid-century-inspired aesthetics, coastal ease and five-star comfort that many travellers now seek on the Tuscan coast.

Key Facts

• Five-star boutique hotel in Forte dei Marmi on Tuscany’s northern coast
  
  
• Contemporary architecture with clean lines, natural materials and curated art
  
  
• Limited number of individually styled rooms and suites, many with balconies or terraces
  
  
• Mediterranean garden with outdoor pool and relaxed lounge areas
  
  
• Seasonal Italian restaurant, cocktail bar and wine cellar with 2,000+ labels
  
  
• Artist residency and rotating exhibitions integrated throughout the hotel
  
  
• Complimentary bicycles and bespoke experiences for exploring Forte dei Marmi and Tuscany
  
  

FAQ

Where exactly is La Serena in Tuscany?
La Serena is located in Forte dei Marmi, a seaside town on Tuscany’s northern coast, set between the Apuan Alps and the Ligurian Sea, in a quiet residential area a short walk from the beach and town centre.

Is the hotel truly mid-century modern in style?
The hotel isn’t a pure mid-century time capsule, but its contemporary design – sleek lines, open layouts, organic forms and warm natural materials – strongly echoes mid-century modern sensibilities while feeling fresh and current.

How close is La Serena to the beach?
La Serena is within walking distance of Forte dei Marmi’s beach clubs, allowing guests to move easily between the hotel, the pool and the sea. The concierge can secure arrangements with selected clubs if you’d like reserved loungers and umbrellas.

Is La Serena suitable for families as well as couples?
Yes. While its look and feel are tailored to design-minded travellers, the hotel’s relaxed atmosphere, spacious rooms and personalised service make it a comfortable option for style-loving families as well.

How do I get to La Serena from Pisa or Florence?
By car, Pisa is roughly a 40-minute drive and Florence about 90 minutes. The hotel can arrange private transfers and a shuttle service from Pisa Airport or Forte dei Marmi train station (around 5 km from the hotel) on request.

What kind of experiences can the hotel organise?
The concierge team curates boat trips along the coast, visits to Carrara’s marble quarries, art and gallery tours in Pietrasanta, wine experiences in nearby Tuscan estates and day trips to cities like Lucca and Pisa, alongside wellness sessions and bespoke beach arrangements.