Aug 10, 2019 | By Luke Tebbutt
Experience Lifestyle & Interiors on WGSN.
Oct 04, 2017
So . . . what’s your sign?
Previously fodder for mega-cringe chat up lines that signalled the need for a swift exit, the Zodiac is making a real comeback. The Millennial obsession with spirituality (think tarot candles and burning sage) has seen many brands going mystical, but new astrology-themed bar Mood Ring is taking things up a notch by letting you drink your star sign.
This is the cocktail menu to turn to if crystals and Reiki aren’t quite having the desired effect. With permanent fixtures such as Mercury in Retrograde, Mood Ring’s menu also features a rotating cocktail specially created to reflect the characteristics of the current Zodiac sign. The Virgo cocktail, Take Me Higher, contains St. Germain elderflower liqueur, which co-owner Bowen Goh says “plays with the idea of very analytical, thoughtful people”, while Libras can enjoy the Say No More, lightened with Prosecco to reflect their charming personality.
In terms of interiors, artwork commissioned from local artists gives the mystical-themed bar a Brooklyn makeover. The decor combines a tarot card-themed mural and bar, with references to Hong Kong cinema and Berlin’s DIY lifestyles for an eclectic aesthetic that avoids becoming a cosmic cliche. This is astrology with some serious edge.
What does this mean for brands? It shows that you can dip your toes into the cosmos in unexpected and interesting ways. The concept of the star sign cocktail innately has the personal touch that consumers crave, while also embracing mystical vibes and tapping into the idea of food and drink that can influence mood (a trend we’re tracking closely at WGSN).
As astrology and spirituality continue to grow as an area of wellness, more consumers will be looking to interact with the cosmic in increasingly sensory and experiential ways. And who knows, we might even see the return of some long-retired chat up lines.
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