Luxury Maison partners with Langosteria to transform Portofino’s historic Bagni Fiore into a couture-infused beach club for the 2025 season
Dior Bagni Fiore Beach Club in Portofino: Design, Décor and Signature Details
The gilded crescent of Paraggi Bay has long drawn glitterati in search of La Dolce Vita, but this season its shoreline gets a haute-couture upgrade. Luxury house Dior and Langosteria Group have lifted the veil on The Dior Bagni Fiore. A fully re-imagined beach club poised to set a new bar for style-driven seaside hospitality on the Italian Riviera.
Tucked between Portofino and Santa Margherita Ligure, Bagni Fiore has been an institution since the 1950s—an era whose carefree glamour serves as the muse for the 2025 redesign. Building on a collaboration launched two summers ago, Dior’s creative team has layered fresh visual cues into the resort. The brand’s signature Toile de Jouy now mingles with a newly introduced Bayadère stripe, both rendered in soft shades of green, blue and blush pink. The alternating patterns sweep across private cabanas, sun-loungers and parasols, turning the narrow strip of sand into what Dior calls an “elegant tableau balnéaire.”
Even the staff uniforms bear the Dior label, reinforcing a seamless brand narrative that begins at the tender pier—where yacht-borne guests disembark—and flows into every touchpoint ashore. Langosteria, the Milan-born restaurant group that took ownership of Bagni Fiore in 2021 and full operational control last year, has synchronized its famed culinary program with the makeover. Diners can expect the day-long food-and-beverage service to arrive on Dior Maison ceramics, a nod to the maison’s burgeoning homeware line.
How to Experience The Dior Bagni Fiore: Tender Service, Langosteria Dining and More
While the Riviera is no stranger to designer pop-ups, the scale and permanence of the project stand out. By integrating beach club, restaurant and fashion label under one aesthetic umbrella, Langosteria is betting on an all-encompassing lifestyle appeal. Just steps inland, Langosteria a Paraggi—the group’s pieds-dans-l’eau dining room—continues to pair signature seafood dishes with experimental plates, offering a taste of the same meticulous curation found on the sand.
With peak season approaching, The Dior Bagni Fiore looks set to become 2025’s definitive Instagram backdrop—yet its backers insist the project is more than a social-media moment. “Our goal is to elevate every facet of the Riviera experience,” a Langosteria spokesperson said, “blending the heritage of Bagni Fiore with a contemporary vision of hospitality.”
For the wave of sun-seekers descending on Liguria this summer, that promise now comes dressed in Dior.
