Portofino is attracting powerful investors

On the Italian Riviera, the dolce vita that embraces each of its visitors has seduced stars from around the world. Many personalities in showbusiness have found their way to the Piazzetta.  From the Kardashians to Magic Johnson, from Amancio Ortega, founder of Zara, to actor Denzel Washington, from Giorgio Armani to Dolce & Gabbana, from Travis Barker to Peter Harf, executive chairman of the American giant Coty, from Tronchetti Provera to Cecilia Loro Piana, just to name a few, all chose the elegant fishing port for their summer stay. Not forgetting a stop at the restaurant Puny. But as tradition dictates, nothing is allowed to leak out of this mythical place, now successfully managed by Andrea Miroli, son of the legendary Luigi, because confidentiality rules. “We all agree that this season has gone very well," says Andrea Miroli. The success of Puny is the result of the immense work done by my father over the years, which I carry on with commitment, thanks to the support of my partner Jessica. But let's also keep in mind that Portofino is not the barometer of the world in these complex times, we represent a niche in the luxury sector, and we too are facing difficult decisions."

For years, this has been the most prized restaurant on the Italian coast. Andrea knows this and smiles with discreet satisfaction, because it is difficult to describe the success formula for such a place: "Here, the customers who have followed us for so many years, know that they find a family environment, they feel pampered, we know what they want, and we always respect their privacy."

Undoubtedly, this town must deal with growing tourism, and with a fragile heritage; that's why new synergies are observed between the international groups that invest, with the challenge of not betraying the place’s charm. Andrea Miroli told us that he is thinking about a possible collaboration with what will become the new Eden, the five-star hotel with a dozen rooms, currently being renovated, which has recently become part of an international group, located in the center of the village, with a delightful garden, which will become the seat of a collection of contemporary art, and where an exclusive spa should be created.

Collaborations that are explored always aim at maintaining the balance and soul of the place: "On the one hand, we need to know how to preserve the beauty and tradition of Portofino, of the people who live there and make it unique," continues Andrea Miroli, "on the other hand, tourism is changing rapidly and we also need to understand how to improve our services in the luxury segment." Nothing will change at Puny, the restaurant will still be the same, but about 60 meters away there may be an extension designed specifically for Eden, with some new features, carefully supervised by Andrea himself.

This is not the only initiative of the site. The Belmond Hotel Splendido, a former monastery overlooking the bay of Portofino, owned by the LVMH group since 2018, completed in April the renovation of the Splendido Mare, the other hotel of the same ownership, but located on the Piazzetta, in April 2021, with many new features: the partnership with the Cerea family's "da Vittorio" group for the DaV Mare restaurant, a choice to unite two excellences, the art of Belmond hospitality and Italian culinary know-how. The Splendido Mare, with a total of 14 rooms, will remain open in the fall, while the Hotel Splendido will close its doors at the end of October to begin its renovation work: "It will be carried out over the next four winters," explains Alberto Pirozzini, the new general manager of the Splendido, "we will go from the current 70 rooms to about 50, but intermittently. In the spring, work will be suspended to allow for the opening, then resume in the fall when the hotel closes."

Splendido has also purchased Villa Beatrice, the Odero castle designed by architect Gino Coppedè at the entrance to the village, in 2021 to create a new hotel concept in the spectacular villa, previously inhabited by a famous Genoese family, which will be renovated for its opening in 2023.

But that's not all, there are plenty of synergies between the LVMH brands: "In some areas of the Splendido, spaces have been customized by Dior. Not only the design, but also the products and treatments. Working with groups and brands that produce quality," concludes Pirozzini, "increases the offer and is beneficial for all." For Paraggi's Langosteria, which opened in 2017, 2022 marks the beginning of new synergies: "A Milanese client had suggested that I evaluate Paraggi as a new location," explains Enrico Buonocore founder and CEO of the Milan-born group. I immediately fell in love with the beautiful bay. For our customers, the seaside location certainly added value to our restaurant, and in 2021 we decided to buy the Bagni Fiore, to offer customers all the comfort they needed." The decision was then made to entrust the management to Hotel Splendido Belmond: "Undisputed masters of hospitality, it is with the Belmond Group that we have created a luxury experience for our consumers. This year we have another important partner, Dior, who has opened a boutique adjacent to our restaurant and has signed the terraces of the Bagni Fiore, with the absolute elegance of the French house. Our goal is simple: the continuous pursuit of excellence, the ability to welcome guests as if they were at home, and the dynamism that characterizes the Langosteria experience." Incidentally, Langosteria has also opened a new Cheval Blanc Paris restaurant in September 2021, also in the hands of the LVMH group, bringing the total number of Langosteria locations to six, with the idea of further openings in Europe. The next few years will see Portofino decisively spreading its dolce vita far beyond the Italian Riviera.