Malo
Malo boutique Forte dei Marmi | Opening event 2026
An experiential tale set in the heart of Versilia.
An experiential journey in the heart of Versilia. To celebrate the opening of the new Malo boutique in Forte dei Marmi, we devised an immersive event: a series of moments, curated down to the smallest detail, which guided guests from the sea to the heart of the boutique.
The vision
True contemporary luxury lies in the memories it creates. To bring Malo’s heritage to life in an iconic setting such as Forte dei Marmi, we transformed the traditional opening into a seamless narrative that engaged the town, the community and the brand from morning until night.
Morning | Burraco Tournament
The event kicks off on the seafront with an invitational Burraco tournament, accompanied by a breakfast with sea views. To make the experience truly memorable, a deck of customised Malo playing cards has been specially designed as a collectable item for guests.
Midday | Drive to Store
From the seaside to the city centre, the experience unfolded through the town’s symbolic elements: a vintage car, the iconic blue bicycles, custom fans and Malo-branded ice lollies.Malo brought the city centre’s streets to life, engaging the public and guiding them on a journey of discovery to the new boutique.
Evening | Aperitif at the Boutique
To round off the event, an exceptional aperitif featuring the region’s iconic flavours: from spritzes to Valè’s legendary focaccina. All set to the beat of a DJ set, so you can experience the true essence of Versilia.
