Jose Ignacio is a tiny fishing village on the Atlantic coast of Uruguay – the smallest country in South America
Stars including Shakira and Ronnie Wood have been spotted at resort alongside restaurateur Giuseppe Cipriani
Sandy lanes, understated boutiques and casual beach bars make up the small fishing village
The key summer dates from travel are between Christmas and Easter
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Tucked along the coastline of the second smallest country in South America, the tiny fishing village of Jose Ignacio is almost unknown around the world.
But every summer, this sleepy backwater hosts the creme de la creme of the fashion world, celebrities and more than a few millionaire playboys.
Staying in shabby chic cottages or sleek hotels overlooking the sea, they converge of the beach – a mass of honeyed limbs and perfect figures stretched out in the sun while planning where to party that night.
So, what has brought everyone from Colombian singer Shakira to Rolling Stone Ronnie Wood and restaurateur and playboy Giuseppe Cipriani – the man behind the glamorous Cipriani restaurants dotted around the world’s most stylish cities – to these shores?
Wedged between oversized neighbours Argentina and Brazil, Uruguay has largely stayed off the radar for European and American travellers, but has long been a favourite summer spot for South Americans thanks to its endless golden beaches and low prices.
With an area of just 68,000 square miles, the country’s sizeable Atlantic coastline is home to pretty villages, two major cities – the capital Montevideo and the glorious colonial Portuguese town of Colonia – while the interior is dotted with little more than estancia farms breeding cattle and growing wine.
Each summer (during the American and European winter), Uruguay’s beaches are taken over by well-heeled Brazilians and Argentinians looking for good food and sunshine.
PIC 1 The tiny village of Jose Ignacio is an understated getaway for the rich and famous, filed with pretty villas and sleek beach huts
PIC 2-3 Rolling Stone Ronnie Wood (left) and Colombian singer Shakira (right) are among the stars said to have escaped the spotlight by holidaying in the chic resort of Jose Ignacio
PIC 4 Even the luxury boutiques selling trinkets alongside designer products are designed in the shabby chic beach style
PIC 5 La Huella is one of the most famous restaurants in Jose Ignacio and a favourite with holidaymakers for its relaxed beach atmosphereAs telenovela (soap opera) actresses and Latin film stars descended on the coast, one resort in particular became the haunt of the rich and famous.
Punta del Este, about 85 miles east of Montevideo, was soon known as the Miami of South America, with sumptuous hotels, pop-up restaurants run by celebrity chefs and visitors ranging from supermodels and actors to company CEOs.
There are so many celebrity homes in the area that there has actually been a bus tour launched, much like the ones in LA and New York. And Punta del Este even has its own area called Beverly Hills.
Naomi Campbell has visited, as have British and Spanish royalty, footballer Diego Maradona has a house nearby and even former US president George Bush has stayed.
With so many big names rubbing shoulders in one town, it is on wonder the ultra-chic crowd started to head elsewhere for some peace and quiet – which is how they happened upon tiny Jose Ignacio, just 22 miles east along the coast.
Happen upon it on a quiet day and you would never know how popular it is. The tarmac road gives way to sand at the entrance of the village, pretty clapboard houses probably look more elegant than most, and signs pointing to chic boutiques and eateries are subtle. In the centre of the village is a simple square decorated with colourful flowers.
There are no high rises, no gaudy luxury hotels, just an assortment of those shabby chic-style buildings that make the perfect romantic backdrop for fashion shoots – something which is not lost on the fashion directors of the world’s glossiest magazines, who flock to the area to create stylish beach spreads.
The hotels in the area hide behind walls and fences, leaving them almost invisible to the average visitor, while at the same time showcasing spectacular ocean views to their guests, taking advantage of the village’s location on a peninsula jutting out to sea.
Playa Vik has been such a success that down the road Estancia Vik has recently opened, providing a grander, more traditional atmosphere with its luxurious ‘farmhouse’, but it has a similar atmosphere to its siter hotel, created by spectacular works of art on every wall, fantastic food and a personalised service (I never meet a member of staff who doesn’t greet me by name).
For those looking for more than relaxation on the beach, the estancia offers the chance to ride horses through the countryside like a gaucho and take to the local rivers in a kayak.
The best eateries frequented by the great and good are the stylish but casual dining options on the beach. Mostrador Santa Teresita was set up by Argentinian chef Fernando Trocca, serving fresh seafood and glorious salads.
Parador La Huella is one of the most popular restaurants in town and opens with the same staff every year, serving only local produce and spectacular asados (barbecues), while La Susana also boasts a beautiful beach spot and has long been famed for its glorious barbecued meat paired with wines.
PIC 6-7 Locals and visitors stay understated in their beachwear (left) and the entrance of the village itself is posted with colourful signs by the side of the sandy roads
PIC 8 The dark-tiled pool perfectly reflects the sky and blends in with the sea beyond at the exclusive Playa Vik hotel
PIC 9-10 The suites sit in individual huts covered in grass and wildflowers and the bedrooms boast spectacular views out to sea from the floor-to-ceiling windows
PIC 11 The central titanium and glass structure was designed as a sculpture and the back opens up onto the terrace and infinity pool
PIC 12 From the restaurant, guests can stroll out on to the terrace and sit by the pool which blends in with the sea beyond
PIC 13 Chic beach houses are the order of the day in Jose Ignacio, with understated clapboard getting a modern twist and beach attire very much on the casual side
