EPI Baie de Pampelonne

Épi 1959

"Set the scene.Laid-back, hippy, salty and sexy—in a ‘70s Serge Gainsbourg way. From the eggshell umbrellas over the poolside daybeds to the rattan furniture, Épi is refreshingly restrained on a stretch of coast that has come to welcome excess. It’s confident and cool. What’s the story behind it?A pin-up hotel when the French Riviera was the most fabulous place to go on holiday—especially for stars of the silver screen—has been rebooted for a new generation. Épi was originally opened in 1959 to keep up with the jet-set of the day flying in from Paris and New York by nightclub owner Jean Castel. It had 10 cabins and clay tennis courts tucked behind the sand dunes. Guests included Johnny Halladay and Sylvester Stallone. What can we expect from our rooms?Airy and charming cabins, pitched at just the right level of sophistication. Italian designer Monica Damante went big on restoring the old-world charm, placing black-and-white prints and vintage furniture inside each of the white-washed cabins. How about the food and drink?Good French seaside classics such as langoustines and poulet roti mixed with Californian favorites such as 'gratitude' vegan bowls and, inevitably, avocado. All washed down with the lightest of rose wine. The name Épi is derived from the French word for grocery—so the food is excellent, down to the fresh and healthful smoothies the attendants deliver poolside. Who comes here?Those that last summer were hitting up the utterly hip Roche Rouge a few beaches away. Think of the crowd as if Soho House did the French Riviera—these are the young up-and-comers set to become the Bardots of their generation. Not obnoxiously hipster, but cool and sophisticated. Rami Malek and Lucy Boynton could easily be on those poolside day beds. What’s the neighborhood scene like?This is away from any crowds, on Pampelonne Beach. The closest village is Ramatuelle, which is smaller and quieter than the other towns on the Riviera. Though guests can get to places such as the St Tropez Port and Navy Museum within a 10-minute drive, the hotel is really designed for you to stay on its grounds, strolling the designer gardens. Next door is Nikki Beach, but that’s another world. Anything we missed?On top of the phenomenal pool and those clay tennis courts (tested by John McEnroe), the gardens are truly exceptional. Profuse with hydrangeas and lilies, they were designed by Madison Cox who did Marjorelle in Marrakech. You can smell the flowers in any part of the hotel. There is also an old-fashioned games room which is as charming as playing a game of pétanque on the lawns. Worth it—and why?This is the Riviera as it used to be; consider it lucky this low-key, quiet glamour has been revived so we too can experience it. Laid-back, hippy, salty and sexy—in a ‘70s Serge Gainsbourg way. From the eggshell umbrellas over the poolside daybeds to the rattan furniture, Épi is refreshingly restrained on a stretch of coast that has come to welcome excess. It’s confident and cool." - Tom Morris