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Emerging luxury hospitality brand Miramis is accelerating its international growth with a coordinated expansion across Italy and Sweden through 2027, positioning new and reimagined properties around a blend of gastronomy, wellness and culture that aims to reshape high-end tourism in both markets.
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From Tuscan roots to a cross-border growth strategy
Publicly available information shows that Miramis, backed by Swedish holding company Qarlbo AB, has built its foundation in Southern Tuscany, with a portfolio anchored in coastal and countryside destinations near Porto Ercole and Porto Santo Stefano. The group’s early projects, including LA ROQQA hotel and Isolotto Beach Club, have been framed in trade coverage as a testbed for combining elevated design with a strong sense of place.
Recent announcements indicate that Miramis now intends to extend this model beyond its original Tuscan base, outlining an international pipeline that links Italy’s wine country and coastline with key cultural districts in Stockholm. The brand’s 2027 horizon is being presented as a milestone timeline, with several Italian projects already underway and Swedish openings and refurbishments set to follow in phases.
The strategy mirrors broader shifts in European luxury tourism, where investors are targeting secondary regions and cultural neighborhoods rather than only capital-city high streets. By pairing its Tuscan properties with a flagship presence in Stockholm, Miramis is positioning itself as a connector between Mediterranean leisure destinations and Nordic cultural travel.
La Capitana and the Tuscan countryside focus on slow travel
At the center of the Italian expansion is La Capitana, a countryside estate in Magliano in Tuscany that reports describe as both a working agricultural retreat and a future boutique hospitality hub. Scheduled around 2027, the project will combine olive oil production, a winery and a limited number of suites, seeking to create a setting aligned with slow travel rather than high-density resort tourism.
Architecture and design details released so far highlight a contemporary interpretation of rural Tuscan forms, led by Italian architect Marco Casamonti. Coverage notes that the scheme emphasizes low-impact construction, landscape integration and materials that reference traditional farmsteads, with the goal of maintaining the existing agricultural character while opening the estate to guests.
Industry analysis suggests that La Capitana is intended to act as a proof of concept for Miramis’s approach to agritourism, blending hospitality, gastronomy and wellness in a single destination. Guests are expected to have direct access to estate-grown wine and olive oil, seasonal culinary programs and nature-focused experiences, positioning the property within a growing niche of immersive, food-led rural retreats.
Strengthening the Tuscan coast with gastronomy and wellness
Along the Tuscan Coast, Miramis is consolidating its presence around Argentario, where LA ROQQA and Isolotto Beach Club have already begun to attract both international visitors and local residents. Trade reports describe LA ROQQA as a coastal hotel shaped by mid-20th-century Italian aesthetics, while Isolotto Beach Club has been credited with turning a stretch of shoreline into a curated social and dining hub.
The next phase of coastal investment includes the refurbishment of Hotel Torre di Cala Piccola near Porto Santo Stefano and the launch of the Ex-Cirio project in the port of Argentario, characterized in industry coverage as an urban regeneration initiative with a strong wellness component. These developments are expected to deepen the brand’s footprint in a compact geographic area, allowing Miramis to cross-program experiences and share culinary and wellness talent across multiple sites.
Observers note that this cluster strategy aligns with a broader push in Italian tourism to move away from purely seasonal seaside trade toward year-round, experience-based travel. By emphasizing gastronomy, spa and wellness services, and locally grounded cultural events, Miramis is positioning Argentario as a destination where visitors can combine coastal leisure with design-led hospitality and health-focused stays.
Stockholm becomes the northern anchor of the portfolio
Beyond Italy, Miramis is shaping a complementary platform in Sweden, centered on Stockholm’s historic and cultural districts. According to recent hospitality trade reports, the historic Hotel Hasselbacken on Djurgården is set to undergo a significant transformation and emerge as the group’s Swedish flagship. The renovation aims to retain the heritage character of the property while updating rooms, public spaces and food and beverage concepts.
Additional projects in Stockholm include Backstage Hotel and Cirkus Arena, which are being integrated into a broader entertainment and hospitality ecosystem on and around Djurgården. These venues, already associated with live performances and cultural programming, are expected to gain enhanced dining and guest-experience elements under the Miramis umbrella, further blending leisure, culture and gastronomy.
Looking ahead to 2027, a major focal point is Gasometer, described in coverage as an ambitious destination for live performance and immersive formats that will also host the Royal Swedish Opera for key programming. With a strong culinary concept attached, Gasometer is set to function as a hybrid between cultural institution and hospitality venue, reflecting a trend in which travelers seek evenings that combine performance, dining and social space within a single site.
Blending food, culture and wellness to capture new demand
Across both Italy and Sweden, Miramis is framing its growth narrative around three pillars: hospitality, gastronomy and wellness. Reports indicate that the brand is investing in destination restaurants, beach clubs and performance venues alongside its hotel rooms, so that each property operates as a full-spectrum experience rather than a standalone accommodation product.
In Tuscany, that translates into farm-to-table dining connected to estate agriculture, coastal restaurants drawing on regional seafood traditions and spa offerings that make use of local botanicals. In Stockholm, the emphasis appears to fall on cultural programming paired with contemporary Nordic gastronomy, situating hotels and venues as extensions of the city’s arts and dining scenes.
Analysts describe this tri-focused approach as a response to shifting traveler expectations in the post-pandemic period, in which guests place a premium on meaningful local experiences, health-oriented amenities and high-standard food and beverage. By timing its expansion pipeline through 2027 and concentrating on a limited number of carefully selected sites, Miramis is seeking to grow its portfolio while maintaining a curated image that differentiates it within the crowded European luxury landscape.