La Bella Figura (Always Make an Impression)

This year, Grand Hotel Miramare celebrates its 120th anniversary. We’ve distilled the past twelve decades into twelve principles that now guide our approach to life. Each principle is a lesson learned from each decade, with our seventh principle below covering 1963 to 1972.

The 1960s picked up where the 1950s left off.

The decade marked the height of the jet-set era, and the start of the traditional spring and summer season we now know and love.

Santa Margherita Ligure was exuding glamour and style, with its picturesque setting and proximity to other popular destinations, like Portofino and the Italian Riviera, making it a playground for celebrities and jet-setters.

Visitors from around the world would arrive in their private yachts and luxurious cars, creating an air of exclusivity and chic sophistication.

Women wore stylish swimsuits, elegant dresses and oversized sunglasses. Men donned tailored suits and debonair beachwear.

The presence of actors, artists and musicians added to the allure of Santa Margherita, so it’s no surprise that the town and its surrounding coastline was used as a backdrop for Italian and international films. This continues today, with the town most recently featured in a Netflix movie starring Jennifer Aniston.

As the Santa Margherita’s glitz and glamour grew, so did Grand Hotel Miramare’s, leading us to our seventh principle for life: la bella figura. Or in English: always make an impression.

For the past 120 years, Grand Hotel Miramare has been a gleaming white pearl on the Italian Riviera. Design was, and still is, classic and elegant. From stucco ceilings and crystal chandeliers, to original bronzed-brass bedheads.

That said, we’ve always been proud to be a bit different. Whether that’s through our miramART collection or more laid-back family service.

We want to leave an impression on our guests - either through our services or surroundings - and pride ourselves on that impression being a pleasurable one.

In short, ‘la bella figura’ is all about the little moments and long-lasting memories that we want guests to experience here.