New bohemian beach club Casa Amor is seducing the cool crowd back to St Tropez

It’s clear to see where Saint Tropez gets its reputation. Glamorous couples in sports cars cruise the main boulevard, while mega yachts owned by sports stars bob in the Vieux Port.

The glitzy destination is going through a reinvention. It’s still the playground for the ‘jet set’ who first landed here in the 1960s. But there’s a new breed of nightlife hitting the French Riviera’s most famous seaside town.

For years it’s been very “bling-bling”, says Bryan Anzala, the co-creator of Casa Amor, a new bohemian beach club which opened in June by four entrepreneurs Anzala, Hugo Henn, Joaquin Justinien and Tony Or.

Not to be confused with the villa on the UK reality TV show ‘Love Island’, Casa Amor, on Pampelonne beach in Ramatuelle, is aimed at the wealthy and, often, famous. It hosts parties as well as serving food and drinks.

“They don’t want to show off anymore,” says Bryan.

“The time is different. With COVID-19 they want something more natural, easy-going and down to earth. Ten years ago it wouldn’t have worked. But now with everything that has happened in the world, we are ready for a concept like this.”

Chilled parties at Casa Amor

When there are DJs playing, you might hear deep house, an ABBA track, or a dance version of Chaka Khan’s ‘Ain’t Nobody,’ all at the same time along Pampelonne beach.

“The weekend is particularly special for the beach,” Bryan explains. “There are five days – five big days when we have permission to push [the volume] and to bring big DJs. It’s not just us, but for all the beach clubs.” This meant Casa Amor was able to engage New York-based DJ, Bedouin in a residency.

The gig last weekend was the last one before the venue closes in two weeks time for the season. “It will be sad but we’re ready to come back next year, even stronger,” says Hugo Henn, Casa Amor’s creator alongside Joaquin Justinien and Tony Or.

Katy Dartford www.euronews.com