A beloved Italian institution gets a stylish makeover with a blend of tradition and modern luxury.
The whispers started when Prada Group acquired the historic Caffè Principe in Forte dei Marmi back in November 2022. Locals envisioned a new Marchesi 1824 patisserie, a renowned Italian pastry chain already under Prada’s wing. However, the renovated café that opened its doors after a six-month transformation surprised everyone.
While the signature eau de nil paint and elegant banner of Marchesi 1824 are absent, the company chose to pay homage to the café’s heritage. The original name remains, and the iconic navy blue color that once adorned the interior is now showcased in both the interior and packaging.
This approach marks a unique departure from other Prada hospitality projects. It seamlessly intertwines the original identity of the Caffè Principe with the prestige of Marchesi 1824 and Prada. The culinary offerings are identical to those found in all Marchesi 1824 cafés, showcasing exquisite pastries, tempting candies, and delightful savory appetizers.
Meanwhile, the interior design draws inspiration from the rich archives of the Prada brand. The café sits adjacent to a Prada womenswear store, with a menswear unit just a stone’s throw away, solidifying its place within the luxury landscape.
A Place for Everyone: Embracing the Dolce Vita Spirit
The revamp focuses on honoring the café’s history while creating a modern space that captures the essence of Forte dei Marmi.
Situated in the heart of Forte dei Marmi, Caffè Principe has always been a cornerstone of the town’s social life. Established in the late 1930s by the Florentine Galli family, the café underwent several changes in ownership before experiencing a surge in popularity during the 1950s and 1960s.
During this golden era, it became a go-to spot for both locals and tourists, pulsating with live music and vibrant conversations. The new renovation aims to revive this cherished “Dolce Vita” spirit.
A Fusion of Modern and Classic: Interior Design That Tells a Story
Renowned architect Michele Bönan weaves together the past and present, creating a space where elegance and comfort converge.
The café’s modernized interior, radiating an informal yet sophisticated resort vibe, was meticulously crafted by Florence-based architect Michele Bönan. Bönan, who has a strong connection to Forte dei Marmi since his childhood, drew inspiration from the café’s history and the iconic design elements of the 1950s.
He worked closely with Prada Group chairman and executive director Patrizio Bertelli to seamlessly blend the indoor and outdoor spaces. The result is an inviting haven, where white paneling, wooden flooring, lush palm trees, wicker armchairs, and vibrant carpets create a harmonious symphony of style.
The design elements evoke a sense of nostalgia while remaining fresh and modern. The historic balustrade above the main hall was painstakingly restored, adding an authentic touch.
A Symphony of Detail: Prada’s Subtle Yet Powerful Presence
The architect incorporates subtle hints of the Prada brand throughout the space, adding a touch of sophistication.
To create a “glimpse of Prada’s presence in a soft and elegant way,” Bönan delved into the company’s textile archives, selecting a striking green and white pattern to adorn the curtains, bar counter, and wooden room dividers.
The vintage furniture and colorful Ginori vases add splashes of color and charm, while the strategic placement of these elements ensures that the overall aesthetic remains cohesive.
Elevating the Experience: Attention to Detail and Exceptional Service
Prada’s commitment to excellence extends beyond the design, encompassing the staff, service, and culinary offerings.
The café’s service is an integral part of the architectural project. Bönan firmly believes that exceptional service can elevate the beauty of any space.
The team comprises a blend of experienced staff and new recruits, all of whom underwent extensive training in Milan, mastering the art of product knowledge and impeccable service. Three new pastry chefs honed their skills under the guidance of Diego Crosara, the creative director of Marchesi 1824.
The uniforms, designed by Miuccia Prada, reflect the café’s stylish ambiance. Crisp white shirts, navy jeans, and comfortable footwear create a cohesive and polished look for the staff.
A Culinary Journey: Savoring Traditional Flavors with a Modern Twist
The menu reflects the essence of Marchesi 1824, offering classic Italian delicacies with an emphasis on seasonal ingredients.
The savory menu features a selection of Marchesi 1824’s signature dishes, perfectly suited for the summer months. Small sandwiches, Caprese salads, and the iconic Milanese “riso al salto” are sure to delight. A fully equipped kitchen will be added in the future, further expanding the culinary offerings.
One exciting addition to the menu is the Focaccia di Recco, a hot focaccia with cheese, introduced at the request of Patrizio Bertelli. This delectable treat is sourced directly from the town of Recco in Liguria, Italy.
A Sweet Symphony: Prada’s Commitment to Pastry Excellence
Marchesi 1824’s signature pastry creations take center stage, offering a timeless taste of Italian tradition.
Marchesi 1824’s pastry offerings remain true to the brand’s philosophy: to showcase quintessentially Italian products worldwide.
The menu features a selection of classic pastries, including a fried doughnut, the historic “Torta di Riso” cake, and a wide array of ice cream flavors compared to the Milan locations.
The legendary panettone, a holiday staple, will also be available at Caffè Principe.
A Vibrant Social Hub: A Place to Connect and Enjoy
Caffè Principe is not just a café; it’s a vibrant destination for all-day enjoyment, offering a range of experiences.
Open daily from 7:30 a.m. to 1 a.m., Caffè Principe provides a haven for breakfast, lunch, aperitifs, and after-dinner drinks. A thoughtfully curated cocktail menu includes the Principe Cocktail, a vibrant blue creation inspired by a Prada after-show event and personally approved by Miuccia Prada.
The café’s rooftop terrace, undergoing renovation, will soon offer stunning views and become another focal point for events and gatherings.
The company’s vision for Caffè Principe is ambitious. They aim to keep the café open year-round, expand their catering services, and host in-store events. This vibrant social hub is poised to become an integral part of Forte dei Marmi’s cultural fabric, attracting both locals and visitors seeking a unique blend of tradition, luxury, and unforgettable experiences.
