How to furnish a hotel: when contract furniture transforms hospitality into a truly luxurious experience (the case of Hotel La Serena)

How to furnish a hotel to transform it into a prestigious establishment? In the world of Italian luxury hospitality, some projects have become benchmarks for their ability to combine design excellence, craftsmanship and entrepreneurial vision. This is the theme of our post today, in which we will share our experiences and best advice on the subject.
The Hotel La Serena is one such emblematic case. Here, the choice of contract furniture made the difference between a simple renovation and the creation of a true jewel of Tuscan hospitality.
Located in Forte dei Marmi, one of the most exclusive resorts on the Versilia coast, the hotel has earned a four-star rating.
It did so thanks to a sophisticated design approach that placed custom-made furniture at the centre of the brand’s repositioning strategy. The completely renovated spaces are now a perfect example of how custom-made furniture can significantly enhance the perception of quality in a hospitality complex, transforming it from a hotel into an experiential boutique hotel.
In other words, Il Piccolo’s project for this resort demonstrates how investing in high-quality hospitality furnishings can generate a measurable economic return by improving the hotel’s category and consequently increasing the rates it can charge.
This case study sets a paradigm for all operators in the sector, especially those who want to stand out in an increasingly competitive and demanding market.
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How to furnish a hotel? The design philosophy behind the success of La Serena
The philosophy behind the Hotel La Serena project starts from a fundamental consideration: in the era of contemporary hospitality, guests are not just looking for a place to sleep and stay, but a complete experience that engages them on an emotional and sensory level. This awareness has therefore guided every strategic choice, from the conception of the spaces to the selection of the most appropriate hotel furnishings.
The rooms – as well as the reception, restaurant and other areas – have been redesigned as spaces that combine contemporary design and the highest level of comfort. They have also been immersed in an atmosphere that evokes the dolce vita typical of Forte dei Marmi. Each room has therefore been designed, built and positioned to ensure a rejuvenating stay, where every detail contributes to creating a feeling of well-being and serenity. This is a distinctive feature of Italian hospitality excellence.

Specifically, the experiential approach that characterises the hotel is manifested through the creation of locations that stimulate all the senses of guests. The choice of custom-designed furnishings followed criteria that go beyond mere functionality, aiming to create atmospheres capable of evoking positive feelings and lasting memories. In particular, this goal has been achieved through a careful selection of materials, colours, textures and shapes. All elements that have been chosen to blend gracefully into the surrounding natural landscape.
The design philosophy also took into account the importance of sustainability and durability of contract furniture. As a result, each piece of furniture and accessory has been selected both for its immediate aesthetic qualities and for its ability to maintain its original appeal even after years of intensive use. The latter is an essential feature for investments in the hospitality sector.
Such an objective required a partner capable of interpreting the design vision through innovative and customised furnishing solutions. The choice fell on our company because we are specialists in hospitality furnishings and have the right experience to translate concepts into high-quality creations. These qualities are essential for a deep understanding of the dynamics of the luxury hotel sector.
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The various stages of the project: from the idea to the creation of contract furniture
How do you furnish a hotel? Well, you start with the design process, in order to create a virtuous example of how a high-end contract furniture project should be managed. Il Piccolo therefore followed a method divided into several stages, each of which contributed to the achievement of an excellent final result.
The first phase of the project involved an in-depth study of the specific needs of the accommodation facility. Each room of the resort was analysed, considering not only the functional and aesthetic aspects, but also the typical operational dynamics of the hospitality industry. This approach allowed us to develop furnishing solutions that combine aesthetic beauty with practicality. This is a fundamental choice in hotel furnishings intended for intensive use by guests with high expectations.
The concept development phase saw us working closely with the owners of Hotel La Serena to define all aspects of the furnishing project in detail. Three-dimensional renderings, material samples and prototypes were developed to ensure that the vision was shared and understood by all stakeholders involved in the renovation.

The executive development phase saw Il Piccolo engaged in the production of fully customised furniture, including curtains and all furnishings. Each piece was designed specifically for the hotel’s spaces, ensuring total integration with the existing architecture and the overall design concept.
This level of customisation also made it possible to optimise the use of the available space, creating unique functional solutions for each area of the building. The decision to install mock-ups on site was crucial, as it allowed for an accurate assessment of the quality and design of each piece of furniture and accessory before final production.
This methodology, typical of high-end contract furniture projects, ensured that the required quality standards were met, avoiding costly changes at an advanced stage of the project. The mock-ups also made it possible to verify the ergonomics and functionality of the furniture in the actual area of use.
The planning then included an in-depth testing phase, during which the typical usage patterns of hotel guests were simulated. The benefit? This attention to operational details also allowed us to identify and resolve potential issues before final installation. In addition, we were able to ensure the optimal functioning of the hospitality furnishings from the moment the facility opened.
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Excellence in material selection and workmanship
How to furnish a hotel? Well, one of the aspects that contributed most to the success of the renovation was the meticulous care taken in selecting materials and crafting the custom-made furnishings. Il Piccolo has paid great attention to the production of furniture with high-quality textured laminates, as they perfectly simulate the use of superior quality wood panels.
This choice is a brilliant example of how technological innovation can be used to enhance the aesthetics and functionality of hospitality furnishings. The textured laminates used not only give an aesthetic finish comparable to the finest natural woods, but also offer significant advantages in terms of wear resistance, dimensional stability, moisture resistance and ease of maintenance. These are non-negotiable aspects when it comes to furniture intended for intensive commercial use in a coastal environment.
Specifically, the research into materials conducted by our carpentry workshop involved specialist suppliers, with a particular focus on the latest innovations in the field of high-performance decorative surfaces. This attention to detail has paid off, as it is essential for those who really want to maintain the original appearance of contract furniture even after years of intensive use.
The quality of the craftsmanship has therefore raised the perceived quality of the furnishings throughout the entire structure. Every detail, from the finish of the surfaces to the precision of the joints, from the choice of metals to the integration of technological systems, has been handled with the attention typical of Italian craftsmanship.

Particular attention has been paid to the selection of metal structures and accessories, elements that are often underestimated but useful for the durability and functionality of hotel furnishings. Here too, high-end components have been chosen to ensure silent, wear-resistant mechanisms with finishes that are well coordinated with the overall design of the furnishings.
The integration of technological systems and industrial appliances is another strong point of the project. The contract furniture created by Il Piccolo has successfully combined modern technological requirements with contemporary aesthetics, creating functional environments without compromising on design. This integration required, for example, careful design of cable routing, ventilation systems and solutions for managing the heat generated by electronic equipment.
How to furnish a hotel?
We have over 50 years of experience.
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Punctual deliveries have a big impact on how to furnish a hotel
In the hospitality sector, meeting delivery deadlines is critical. It can determine the success or failure of a project. La Serena is a shining example of how a professional approach to hotel furniture management can ensure that even the tightest deadlines are met. This is a fundamental aspect in a sector where delays can cause significant financial damage due to lost bookings and the seasonal nature of the business.
Our experience in the contract sector has proved decisive in planning and managing project timelines. This is because our workshop has developed proven methodologies for managing complex projects over the years. These methodologies involve the creation of detailed schedules, the identification of critical issues and the study of plans to deal with any unforeseen events.
Production was therefore organised in such a way as to optimise processing times without compromising the final quality of the custom-made furniture. To this end, quality control systems were implemented for each stage of the production process, from the selection of raw materials to final assembly. This ensured high standards and minimised the need for reworking the furniture, which would have caused delays.

Therefore, Il Piccolo’s experience, combined with the direct involvement of its owners in all stages of the project, led to extremely punctual deliveries, averting the danger of delays in the opening of the tourist season. This result was also made possible by constant communication between all those involved, with regular meetings to update on the progress of the work.
The logistics of deliveries were also planned in detail, taking into account the specific characteristics of Forte dei Marmi and the access restrictions typical of historic town centres in tourist resorts. In particular, transport and unloading operations were coordinated to minimise disruption and ensure the smooth installation of all hospitality furnishings. (These details are also of the utmost importance when deciding how to furnish a hotel).
Finally, our ability to identify the right quality/price ratio was an added value for the project. The custom-made furnishings made it possible to achieve higher quality results than standard market solutions. As already mentioned, this raised the perceived image of the property and, at the same time, enabled it to achieve a four-star rating, a strategic objective essential for the economic sustainability of the project.
Which hotel furnishings to choose?
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The replicability of the hotel furniture model
The success of La Serena has opened up further opportunities for collaboration in the luxury hospitality sector. It has demonstrated in concrete terms how a professional approach and excellent craftsmanship can generate results that exceed expectations and lay the foundations for long-lasting partnerships.
The model of this hotel has thus become a benchmark for architects, designers and operators in the hospitality sector who wish to carry out high-level redevelopment projects. In fact, the methodology developed can be adapted and customised to meet the specific needs of different types of accommodation complexes, from boutique hotels to luxury resorts, from urban facilities to leisure hotels. In short, the possibility of replicating this model in other structures represents an opportunity to spread the highest standards of excellence in contract furniture for the hospitality sector.
The experience gained with La Serena has helped to identify best practices and quality standards to be applied in future projects, creating a wealth of knowledge and expertise that constitutes a significant competitive advantage in the luxury hospitality furnishings market.
What was the key to the project’s success? Il Piccolo’s ability to act as a consultant specialising in the latest industrial design trends and as a researcher of unique pieces of furniture. This cross-disciplinary expertise, which we have gained in over fifty years of activity in the luxury furniture sector, allows us to support the most innovative architectural firms and designers in the realisation of complex projects, offering a complete service that ranges from design consultancy to final production.
Our post on how to furnish a hotel ends here. What can we say in conclusion? La Serena is now a case study in the Tuscan hospitality sector, where every detail of the hotel furnishings contributes to creating a unique experience, typical only of establishments of excellence. Furthermore, the success achieved confirms the importance of relying on partners specialised in custom-made furnishings in order to create projects that can aim for excellence even in the luxury hospitality sector. All this has in turn confirmed our atelier as a point of reference for high-end contract furniture, both in Italy and abroad.
How to furnish a hotel?
We have over 50 years of experience.
>>> Contact us and let’s talk! <<<

Il Piccolo, a second-generation family business, opens its showroom in Lugano. With over 50 years of experience, Il Piccolo brings with it a wealth of technical and design expertise of the highest level, thanks to the numerous interiors it has designed and furnished all over the world. In addition, Il Piccolo represents many of the best international luxury furniture brands. We design, manufacture and sell the best in design. When it comes to high-end fashion and luxury stores, such as the La Serena brand, we follow the customer from design to project completion, integrating the entire process with precise and professional service. Contact us