Forte dei Marmi (Lucca), August 31, 2026 – First the social media buzz to advertise the clothing pop up inside a bar.
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Then the inspection by local police officers with a hefty fine for that unauthorized boutique. Thus the Riccione designer Matteo Sorbellini, owner of the Vip Room store on the Adriatic coast together with his wife Monikina (well-followed personalities on the web with thousands of followers) was fined and, along with him, the owner of Caffè Morin, for having set up that unauthorized store during the Sant’Ermete weekend.
It had already happened in 2024
A very promising period from a sales point of view given the large circulation of tourists. The episode also represents a familiar script: in July 2024 Sorbellini had already proposed a sale inside the same serving venue and the outcome was the same: municipal checks and consequent fines.
And so, after the much-publicized return of Mr. Sorbellini with videos announcing the three-day sale of the Riccione store on a trip to Forte dei Marmi, the police kept an eye on that media buzz which started in early August with repeated video spots of the event complete with dates, location, and a warm invitation to participate.
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Local police checks and hefty fines
The local police officers returned to check, finding the entire bar veranda occupied by racks and trendy hanging garments. The brand owner was therefore issued a fine of 5,000 euros – reduced – for having started activities without submitting a prior Scia, as well as a 430 euro fine for an unauthorized roll-up advertisement with a visible logo placed outside indicating the temporary point of sale, thus inviting potential customers.
Also contested was the owner of Caffè Morin: 1,000 euros fine for not having communicated the change in the serving area of the business, largely occupied by clothes and accessories.
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