The Enduring Tradition of Bagatelle St. Tropez

Chairman Remi Laba Gives Exclusive Insider Access Into The Mecca Of The Jet Set World

While faddish trends in luxury travel come and go with the season, since the Bridget Bardot era, St. Tropez has perhaps remained the one constant in terms of peak luxury for bon vivants. Its unique geographic location — which provides a fairytale seaside setting embellished by many of the world’s most beautiful superyachts — as well as the cheerful and chic spirit that permeates all of the town’s epicurean delights makes St. Tropez a place like no other.

Within its gently contouring Peninsula, the famous Pampelonne Beach has always been the town’s epicenter of bustle and activity. A confluence point for the ultra-rich to deboard their yachts, partygoers to shuffle between the town’s most happening daily festivities, and hotel guests to install themselves in beach chairs for a front-row seat to this one-of-a-kind experience unfolding around them.

Pristinely situated on Ramatuelle’s Pampelonne Beach with an obstructed view of the famous Cap Du Pinet sits perhaps St. Tropez’s most iconic institution, Bagatelle St. Tropez. For over a decade, Bagatelle has embodied the quintessence of the town’s spirit and been one of the few places where you could find town locals (including its still extant fisherman class) hobnobbing with tech millionaires and Hollywood celebrities.

Bagatelle has replaced other famous (although possibly outdated) favourites on the iconic Pampelonne Beach and has practically produced a brand new genre of epicurean experience- lifestyle fine dining where gastronomic lunches and dinners turn into fully festive affairs more times than not.

Co-founder and Chairman Remi Laba opened Bagatelle St. Tropez’s doors to reveal how their magic is made and give readers a sneak peek of what’s planned for end of summer at the mecca of the bon-vivant world.

Bagatelle St. Tropez: A Commitment to Authenticity and Quality

Bagatelle’s deep-rooted connection to St. Tropez comes across in nearly every detail of the brand and its menu. Remi explains, “My partner, Aymeric Clemente, who started the brand with me in New York, actually hails from just an hour away from Pampelonne beach and brings an intimate understanding of the local traditions and flavors.” This is reflected in the restaurant’s freshly sourced seasonal ingredients from local farmers and even the choice of meats and fish being locally sourced.

Beyond favorites like the Seabass Carpaccio and Salade Riviera, guests should not miss out on specialty starters like the Gambero Rosso Carpaccio and Global Signature Tuna Tartare. The main courses at Bagatelle are equally piquant, with top choices like the Sea Salted Crust Whole Chicken and Spaghetti Lobster as well as the ultra epicurean Avocado Pizza with Caviar.

Transcending the crave-worthy food, Laba and Clemente have instilled a culture of proactive attentiveness- arguably the holy grail when it comes to customer service- where the staff is trained to anticipate customer expectations at every turn. Not only is the staff expected to know what guests need, but they are also expected to create an atmosphere where they feel cared for and valued. Bagatelle’s service ethos is all about taking everything an inch further than typical French restaurants, ensuring a personalized aura for every guest. This empowers the Bagatelle staff to craft genuinely memorable experiences and curate a social environment where guests can engage effortlessly. This expertise in social dynamics has been a cornerstone of Bagatelle’s success. This expertise in social dynamics has been a cornerstone of Bagatelle’s success, and it presents the moment patrons arrive on-site at Bagatelle St. Tropez.

An Ethos Of Inclusivity Has, Perhaps Ironically, Made Bagatelle Amongst The Most Exclusive

While Bagatelle St. Tropez is undoubtedly renowned for its lively parties and bottle-popping celebrations- whose bills are often footed by the world’s richest- it is, at its core, a restaurant that welcomes everyone.

The inclusive approach means that whether guests are international visitors or local French patrons, everyone feels at home. Further, the brand’s international presence, with locations in over 14 countries, ensures a familiar yet distinct experience for global travelers. Regular patrons can enjoy their favorite signature dishes while also discovering new, locally-inspired creations unique to each Bagatelle location.

Adapting to Changing Times and This Summer’s Calendar

Remi acknowledges that the luxury scene in St Tropez has evolved, with visitors now seeking more discreet and personalized experiences. Bagatelle has adapted to this shift, offering a more refined approach focusing on quality over quantity. The once ubiquitous champagne showers have given way to a more sophisticated dining experience, where premium products and exquisite dishes take center stage.

“While you can still get the party here, the appeal these days is the mix between extremely high-quality dishes and exceptional people, often arriving from all over the world,” elaborates Remi. “This summer, each day is like a brand new event that flows into the next and everyone knows they can find the best in St. Tropez gala here. We don’t even need to roll out big DJs or celebrity gigs to bring the crowd. The crowd comes, and with them, all the VIPs naturally.”

Looking Ahead: Global Expansion and Innovation

Bagatelle’s future looks bright not only with respect to end of the 2024 summer season in St. Tropez but also for the brand globally. With exciting renovation, expansion, and lifestyle plans on the horizon, the brand is primed to become a top 10 luxury restaurant across even the largest markets.

In London, the Mayfair location on Dover Street is set for a significant uplift, ensuring it remains a premier destination in the UK for years to come while its upcoming openings at the Astir Marina, adjacent to the Four Seasons in Greece and the Ritz-Carlton in San Juan, Puerto Rico, signify the brand’s commitment to bringing its unique blend of luxury and authenticity to new destinations.

Recognizing guests’ desire to take a piece of their experience home, Bagatelle has also quietly built a very successful merchandise and apparel business. To further transform into a comprehensive lifestyle brand, Remi states that Bagatelle has plans to expand into the hospitality sector and even the food industry, aiming to bring its distinctive flair into hotels, packaged goods, and more by 2030.

The Enduring Appeal of Bagatelle

Whether enjoying a leisurely afternoon on Pampelonne Beach or indulging in local dishes, guests can expect an ambrosial celebration of the good life at Bagatelle. And like the tradition of Bridget Bardot (which one can’t help but encounter ubiquitously across the town), the experience at Bagatelle provides another enduring touchpoint that symbolizes the unique magic of this old fishing village.

For any travellers in the UK wondering how to secure that coveted reservation at Bagatelle St Tropez, Remi Laba offers some cheeky (but frank) advice, “Know the right people.”

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Rolling Stone UK newsroom and editorial staff were not involved in the creation of this featured content