Bluserena Hotels & Resorts achieves a Guinness World Records™ title for the world’s largest beach deck chair.

June 20, 2026 – A historic day for Bluserena Hotels & Resorts, which has officially entered the Guinness World Records™ by achieving the title for the world’s largest beach deck chair, an extraordinary installation that, from June 19 to June 21, dominates the heart of Piazza Gae Aulenti, transforming one of Milan’s most iconic urban spaces into a symbolic seaside retreat. The impressive installation is the centerpiece of a special activation created by Bluserena to celebrate its 40th anniversary, bringing to the city center an instantly recognizable symbol of summer, wellbeing, and time dedicated to oneself. Measuring 9 meters in length and 9 meters in height, comparable in size to a three-story building, Bluserena’s giant beach deck chair has surpassed the famous installation in Bournemouth, on England’s southern coast, which until now held the world record. “Achieving the Guinness World Records™ title for the world’s largest beach deck chair is an extraordinary emotion and a milestone that fills us with pride,” said Marcello Cicalò, CEO of Bluserena Hotels & Resorts. “The beach deck chair is an absolute icon of the Italian holiday experience, a symbol culturally linked to the traditional seaside vacation, an object that immediately evokes the Dolce Vita, the sea, family, friends, and the pleasure of slowing down. Bringing to Italy a record that previously belonged to England is a source of great satisfaction for us. Receiving this international recognition and being able to share it with the public in the heart of Milan makes this achievement even more meaningful. It is a gift we wanted to give ourselves, our guests, and all the people who, over these forty years, have contributed to making Bluserena what it is today.”

The installation will subsequently be moved to Sibari Green Resort in Calabria, where it will find a permanent home and continue to tell the story of this important achievement, becoming a lasting symbol of Bluserena’s 40th anniversary celebrations. Today, the group operates 12 resorts located along some of Italy’s most beautiful coastlines and a winter hotel in Piedmont, welcoming thousands of guests every year and offering holiday experiences designed to meet the needs of families and couples through a hospitality model based on service quality, attention to detail, and the ability to provide vacations focused on comfort and peace of mind. The beach deck chair will remain on display in Piazza Gae Aulenti until June 21 inclusive. From June 19 to June 21, from 10:00 a.m. to 7:00 p.m., visitors will be able to relax in the recreated sunbathing area and take part in a complimentary 5-minute guided meditation, delivered through wireless headphones and accompanied by an audio track featuring the sound of ocean waves.

For more information: www.bluserena.it

Bluserena Hotels & Resorts

In 2026, Bluserena was recognized by Great Place to Work® as one of the best companies to work for in Italy, earning a place in the Best Workplaces Italia 2026 ranking after previously being included among the Best Workplaces South Italy across all industries. Bluserena resorts offer holiday experiences designed for families, couples, and groups, with a wide range of services including dining, sports, entertainment, wellness, and activities dedicated to children and teenagers.
Among the group’s flagship destinations is Ethra Reserve in Puglia, located in the heart of the Stornara Nature Reserve: a complex comprising four resorts—Kalidria Hotel & Thalasso SPA, Alborèa Ecolodge Resort, Valentino Resort, and Calanè Resort—as well as Ethra Thalasso SPA, a thalassotherapy center spanning more than 3,500 square meters, and the modern Ethra Congress Center. Bluserena is a company built around a community of people—employees, guests, partners, and suppliers—who share values, responsibilities, and the common goal of delivering authentic, high-quality hospitality experiences.

Discover the world of Bluserena at www.bluserena.it

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