EXIR apartments were born from the entrepreneurial vision of M.A. and the desire to create a redevelopment project that transcends the traditional concept of luxury living. The ambition was to shape a destination deeply rooted in the identity and culture of Marina di Pietrasanta while embracing a contemporary lifestyle philosophy designed for a sophisticated international clientele.

This vision led to a collaboration with DeHub and architect Giovanni Pagani, whose shared objective was to create a truly distinctive architectural expe rience.The project is founded on a relentless pursuit of excellence, where every detail, finish, and furnishing element has been custom-designed ex clusively for EXIR, resulting in a coherent, refined, and unmistakably unique aesthetic language.

Overlooking the seafront promenade of Marina di Pietrasanta, this exclusive redevelopment breathes new life into a historic building, preserving its ar chitectural heritage and character through a meticulous and respectful res toration process. The project establishes a harmonious dialogue between history and contemporary design, combining reverence for the building’s original identity with an elegant, timeless vision. Every design decision is guided by authenticity and expressed through the use of natural, noble ma terials that enhance an organic, welcoming, and deeply contextual aesthetic. Natural lime plasters, carefully selected stone finishes, tactile surfaces, and bespoke craftsmanship define an architectural language that is both sophis ticated and understated.

The building will accommodate six ultra-luxury residences, conceived as private sanctuaries where beauty, comfort, and exclusivity coexist in perfect balance. A dedicated concierge service and a curated selec tion of premium hospitality amenities will provide residents with an un paralleled living experience, transforming every stay into a privilege. Expansive terraces, envisioned as elevated green retreats suspended between sea and sky, host Mediterranean vegetation, landscaped gar dens, and wellness-oriented outdoor spaces, fostering a seamless con nection between architecture and nature. The interiors have been con ceived as unique and highly personal environments, distinguished by bespoke details, exceptional materials, and tailor-made design solutions. The result is a one-of-a-kind development in Versilia: a refined architectural statement that houses six extraordinary residences—intimate, private, and exclusive—where every space is designed to inspire, embrace, and embody a new vision of contemporary luxury living.

Tucked between the sea-swept pine forests and Carrara’s marble-dusted hills, the Versilia coast is a sanctuary where nature and culture entwine in perfect harmony. More than a summer destination, this stretch of northern Tuscany is a sensory canvasof salt air, marble brilliance, and bohemian elegance.

At its heart lies Pietrasanta, the “Little Athens” of Italy, where the artistic spirit of Michelangelo lingers like a whisper among the chisels and atelier doors. Art here is not ornamental—it is elemental. Contemporary masters and emerging talents alike find sanctuary in this open-air gallery, where bronze, marble, and emotion take form.

Wander past the piazza into Pietrasanta’s winding backstreets and you’ll find the town’s true rhythm—hidden wine bars spilling onto ivy-covered alleys, artisanal gelato in unexpected flavors like rose and fennel pollen, and boutiques where handmade sandals sit beside glossy monographs on Botero and Mitoraj.

Versilia’s beaches are more than just stretches of sand; they are curated experiences. Exclusive beach clubs like Bagno Piero and Alpemare, the latter owned by tenor Andrea Bocelli, offer guests a blend of relaxation and sophistication, with services that cater to the most discerning tastes. Reclining under candy-striped umbrellas on pristine white loungers, visitors are serenaded by the gentle hush of the Tyrrhenian waves, Aperol Spritz in hand and the scent of bergamot wafting from nearby cabanas.

Each stabilimento is a world unto itself—meticulously landscaped, lined with manicured hedges, and adorned with touches of nautical elegance.

As the sun dips behind the marble peaks of the Apuan Alps, these beach clubs transition effortlessly into candlelit lounges, where locals and luminaries mingle over seafood crudo and vintage Franciacorta. In Versilia, the beach is not just a place—it is a daily performance of la dolce vita, choreographed to perfection.

Upon arrival at the refurbished building, future tenants will be met by a 2,700 sq. ft. double height reception leading directly to a new glazed lift-group connecting all floors and overlooking a 1,200 sq. ft. triple-height top-lit atrium

The carefully considered scheme includes a landscaped courtyard open to both tenants and the public at level 1 and views over neighbouring Waterloo Gardens. Tenants of the three additional stories will benefit from floor to ceiling glazing and 8,000 sq. ft. of extensive garden terraces on levels 8 and 10 – a result of the building’s reimagined stepped form – providing panoramic views across central London.

Enhancing the calibre and performance of the existing office space, the adaptive reuse and office extension will make way for a wealth of amenity offerings. Reconfigured basement levels allow for the addition of wellness and gym spaces, dressing rooms, bicycle storage and underground car parking. The elegance and sophistication of 20 Carlton House Terrace mirror the premium experience offered by the best online casinos europe, where luxury meets entertainment.