The Underrated Importance of Nostalgia by Sara Doherty // Designer's Perspective
The Underrated Importance of Nostalgia
Nostalgia is a wonderful thing. It evokes feelings of sentimentality, belonging and meaning, and is often drawn on during times of crisis as a coping mechanism by those seeking comfort. It’s no wonder then, that this trend of looking backwards through rose tinted glasses has had a resurgence in recent years.
The covid pandemic, global unrest, and a cost of living crisis are but to name a few of the ongoing current headlines we are seeing every day, and people are seeking familiarity and security now more than ever.
Using nostalgia to influence design is not a new practice; technology, fashion, architecture and interior design (to name a few) all have a cyclical nature of referencing the past with each new trend as a way of engaging with different communities.
It has the power to influence our emotions not just on an individual level, but across wider social and cultural movements too - something that would otherwise be difficult to achieve in a world full of conflicting information and ever changing views.
We are seeing this pattern of reminiscence and a fondness for ‘simpler times’ in wider social behaviours too - in Wunderman + Thomson’s “Trends and Change to watch in 2023” report, experts predict the rise of a new artisan economy of the self employed and small business owners - fuelled by post pandemic malaise and a desire for simpler, more liberated day to day living. An enhanced and modern take on an older mindset.
Even the metaverse, what many believe to be the next iteration of the internet and a doorway to the future of technology, is leaning on nostalgia to entice visitors. Catriona Campbell, an AI expert from the UK, predicts that virtual children will exist in the metaverse within the next 50 years. She believes that “the technology that evolves to create these virtual newborns will be embraced by the same consumers who grew up caring for a popular 1990s pet toy: the Tamagotchi generation.”
Our interior spaces are embracing this idealism too, and although we may not be able to physically travel back in time to re-live fond memories - we can reference and reflect on them in order to create an enhanced experience for today, whether it be in retail design, corporate hospitality or anything in-between. A post-pandemic trend of whimsicalness and joy is sweeping through the design landscape, with playful forms and abstract references allowing spaces to not behave too seriously, and be open to interpretation by their users.
Subtle references can create an emotive response just as strong as more overt queues within a space.
For example, a restrained aesthetic and materials palette at 19 Town Restaurant in downtown LA evokes a sense of sophisticated allure and ‘retro futurism’, with contrasting finishes bringing nostalgic touches to an otherwise minimalist space.
Meanwhile the instantly recognisable Ace Hotel in Palm Springs transports us straight back to 70’s boho motel culture, with crazy paving stone walls and iconic furniture pieces throughout. The hotel sits within a converted motor lodge and according to commune, the studio behind the development, draws inspiration for the design from the surrounding national parks, desert road movies from the 70’s and the TV series M.A.S.H - for an in depth revisit to a bygone era.
Each of these spaces evoke completely different emotions and user experiences, yet both relied on taking different queues from the past to finesse their final design.
The significance of nostalgia in the world of creativity is far reaching, and its ability to influence our wellbeing is important; providing optimism during times of upheaval and comfort when the world feels uncertain.
While we think of the future as being entirely new, uncharted territory, looking back is often how we progress forward whether we realise it or not.
Words by
Sara Doherty
Interior Designer, NC Studio