Prada's Caffe Principe: Where Excellence Meets Timelessness in Forte dei Marmi

Prada Group Caffè Principe in Forte dei Marmi, Italy-1

Nestled in the enchanting Italian coastal town of Forte dei Marmi, Caffè Principe stands as a true testament to the la dolce vita marriage of excellence and timelessness.

Since its establishment in 1959, this iconic establishment has been a haven for discerning coffee lovers, gastronomes, and art enthusiasts alike. The cafe reopened today, July 9, 2023, with its legacy intact.

When Prada Group acquired the historic Caffè Principe in November 2022, it was logical to assume that a new Marchesi 1824 patisserie was coming to this paradise in Tuscany. Clearly, Prada is reaching beyond Italy with its Marchesi 1824 outpost at Harrods in Mayfair.

Panorama Italia tells us that Caffè Principe is managed operationally by Marchesi 1824, which makes perfect sense.

The same article informs us that Prada acquired Caffè dei Costanti at auction, as the oldest café in Arezzo. The bar was made famous by the Oscar-winning 1999 film “Life is Beautiful”. While the cafe has personal meaning to Miuccia Prada’s husband Patrizio Bertelli, the film itself is about the Holocaust.

Prada Group Caffè Principe in Forte dei Marmi, Italy-2

Honoring the Legacy of Caffè Principe

Caffe Principe has been restored to honor the legacy of the hotspot, keeping its original name and reintroducing its distinctive navy color that is now prevalent throughtout the interior and all product packaging.

The decision isn’t as dramatic as Angelina Jolie’s decision last week to retain all the street graffiti at lower Manhattan’s 57 Great Jones Street, the space once owned by Andy Warhol and occupied for several years by artist Jean-Michel Basquiat.

The space is the first home to Atelier Jolie — an auspicious launch pad by every measure. It tells us something about where prestige luxury brands honoring the past with a 21st century attitude.

Caffe Principe's reputation as a meeting point for intellectuals, artists, and stylish locals has endured through the years. Here, one can engage in captivating conversations, savor the exquisite flavors of Italy, and indulge in the deep sensations of history, or even read the pages of writers breathing the same seaside air decades ago.

Prada Group Caffè Principe in Forte dei Marmi, Italy-3

Yes, there is a Prada women’s store adjacent to the cafe and a Prada men’s store closeby. But Prada is an intellectual brand that has always supported the arts and culture. Within this history of Caffe Principe, it seems very “Prada” to have retained the rich history of the cafe, starting with its name.

The cafe originally opened in the '30s by the Florentine family Galli, but it’s heyday came in the ‘50s and ‘60s. "I've been coming to Forte dei Marmi since I was born," said Florence-based architect Michele Bönan during a preview discussion with WWD, adding he has a family house in the town.

Always associating the cafe with the outdoor scene, the architect proposed creating a seamless space between the inside and outside design.  "Many things are new but they look like they have always been here. That's the real beauty: when you can't see the intervention," said Bönan.

To give "a glimpse of Prada's presence in a soft and elegant way," the architect asked the company to select textile patterns from the archives. They are used on the venue's curtains, bar counter and wooden room dividers.

Excellent service is also a high priority in the space. In fact, Bönan defines it as an element of beauty for any high-quality experience. Opening the cafe in mid-July in high season is a feat reserved for only the most confident and rigorous managerial staffs. But to see these renewal projects is exciting and an excellent use of Prada’s brand imprint.

We’ll be waiting for more news and exciting reports from Forte dei Marmei, a place I know quite well. Memories . . . memories. ~ Anne