Chiringuito Amagatai becomes [a]mar 

Name change

Formentera, 4 December 2024

Located in the heart of Migjorn beach, [a]mar is the new name of the chiringuito that occupies the site of the former Kiosko Lucky. Known as Amagatai during the 2024 season, this iconic chiringuito has established itself as a popular meeting point for both visitors and locals looking to enjoy the essence of Formentera right by the sea. With its prime location just a few steps from the shore and its unique charm, it offers a one-of-a-kind spot where the sea, gastronomy, and a great atmosphere come together in perfect harmony.

From Amagatai to [a]mar: the reason behind the name change

During its first summer season in 2024, the chiringuito was known as Amagatai. However, the owner of the kiosk has decided to adopt the new name, Chiringuito [a]mar, following a legal decision related to intellectual property and trademark registration.

The conflict arose when the Spanish Patent and Trademark Office determined that the name “Amagatai” bore a significant similarity to an existing trademark registered in Menorca. Although the names were not identical, the resemblance between the two was sufficient for the decision to be made in favour of the company holding the original rights. This situation compelled Juanjo Costa, the owner of the chiringuito who took over its management following the allocation of new concessions in 2024, to change its name.

This new name not only complies with legal requirements but also represents an opportunity to strengthen the chiringuito’s identity and its connection to the essence of the island of Formentera.

[a]mar: a name full of meaning

The renaming of the chiringuito in Migjorn is not just a legal matter but also marks the beginning of a new chapter rich in symbolism. With its new name, [a]mar, the establishment aims to capture the essence of Formentera and the spirit that has defined it since its opening in July 2024.

The name [a]mar is a play on words that connects two central ideas: the sea (mar), as a natural element and the protagonist of the island experience, and the Spanish verb amar, meaning “to love,” which evokes feelings of connection, enjoyment, and passion for life, gastronomy, and the surroundings. It’s an implicit invitation to live and love the unique moments this special corner of Formentera has to offer.

A wish for success for [a]mar and all the chiringuitos in Formentera

From a personal perspective, I can only wish the Chiringuito [a]mar great success in this new phase with its renewed identity. Last season was particularly challenging for all the new chiringuito owners in Formentera, who faced numerous institutional hurdles and the uncertainty of whether we would even have beach chiringuitos in Formentera during the summer of 2024.

For me, the chiringuitos of Formentera are much more than simple beach bars; they are meeting places, spaces where the small pleasures of life by the sea are celebrated. While the style and service of today’s chiringuitos have changed significantly compared to the traditional ones that operated until 2023, I still deeply value the experience they offer. Each has its own unique character, and like many others in Formentera, I feel more at home in some than in others and, naturally, tend to frequent those that suit me best.

In any case, my wish is that not only Chiringuito [a]mar but all eight beach chiringuitos in Formentera remain key reference points for both locals and visitors. May they thrive under the leadership of those in charge and continue to be the setting for unforgettable moments. As a resident of the island, I will always find a reason to enjoy any of them, letting myself be carried away by the sea, the breeze, and the unique atmosphere each one provides.