Indie Group Sets the Mood for a New French Riviera

In just three years, Indie Group has emerged as a cultural force in the Côte d’Azur. The trio behind the collective—childhood friends Vincent Luftman, Raphaël Blanc, and Tobias Chaix—approach hospitality as world-building, divining an atmosphere through music, materials, and menu. Their latest openings, a cherry blossom-draped supper club and a retro late-night lounge in the Alps, take their well-honed vision into new terrain.  

Below, Surface speaks with Chaix and artistic director Adrien Villanova on how Indie Group has come to set the scene on the Riviera.

Indie Group is the face of the next generation of hospitality in Saint-Tropez. What made you enter the space?

Chaix: Saint-Tropez had a reputation for being old and dusty; it was time for a new generation with a new vision of hospitality. My partners and I were only 25 at the time, but we had a strong feeling about it. We had the sense to go for it, starting with one beach club. Things took off from there.

What’s your approach to hospitality?

Chaix: Hospitality is no longer just about providing great food. Everything needs to feel cohesive, from the lighting to the design to the crowd. You need to balance these factors to create a world people want to be a part of.

You’ve curated a strong brand identity and have had some great partners, including the Jacquemus pop-up at Indie Beach. How do you pick brands to partner with?

Chaix:  We had a strong relationship with the Jacquemus team. They spent a day at Indie Beach, bouncing between the sunbeds, the restaurant, and the bar. By the time they left, they knew we could provide their guests with the level of service they expected.

Any new brand collaborations lined up this summer?

Chaix: This summer, we’re partnering with LA-based designer James Perse on a capsule collection just for Indie Beach. We’re trying to create a Malibu beach house vibe. Expect a line of ponchos, t-shirts, and sweaters, plus a new surfboard out front.

Music plays a large part in the experience at an Indie Group venue. Your team even has its own record label, Indie House Records. What informs your lineup?

Villanova: Music is a huge part of our DNA, and the lineup reflects that. We bring in fresh talent, usually signed to Indie House Records, and mix in more established names, sometimes even house music legends. But the real link between them all is that I’m a fan of their work. I play their music in my own DJ sets. If the sound gets me hyped, I want it on our dance floors.

What role does music play in setting the tone for the space?

Villanova:  I like music to be as uplifting as the setting. Whether we’re at Indie Beach or Pablõ, it should feel like the soundtrack to a vacation. Nothing too dark or heavy. I don’t need to give DJs long briefs, they have a great sense of space and energy. Someone like Taumer or Chloé Caillet will naturally adapt their set for a beach club. It won’t be as intense as what they might play in a club or at a festival.

Indie Group made its winter debut this season with Cat Club in Courchevel. How did the cold climate shift your creative approach?

Chaix: We adapt all of our concepts to fit their locations. Whereas Pablõ in Saint-Tropez is all tequila and palm trees—just as fitting for Miami or St. Barth’s—Cat Club needed to be cozier. I’ve always been fascinated by New York. I used to spend my winters in the city and wanted to bring some of that jazz and warmth to Cat Club. The space is intimate in a way all New York spaces have to be, with moody table lamps and wallpaper featuring jazz-playing cats, a nod to The Carlyle.

And what about the role music plays at your winter locations?

Villanova: When we launched in Courchevel, we entered a market that had never experienced proper house music before. I had seen the initial plans for the club, but it wasn’t until opening night, while playing back-to-back with Matteo Diop, that the vibe fully clicked. 

I felt the music had to be soulful, funky, and full of life to contrast with the cold outside. It was a gamble, but one season in, I’d say it paid off.