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DESIGN: RETRO RENAISSANCE
RETRO RENAISSANCE
In a rebellion against cookie-cutter design styles Molly Nicholas explores how the nostalgia trend has evolved from a personal sentiment to a strategic tool.
LOOKING TO societal trends, the resurgence of nostalgia has emerged as a prominent theme in recent years, and its prevalence in the pub market speaks to a broader cultural phenomenon.
Popping up in every facet of pubs, from classic décor to retro-inspired dishes and drinks offering a taste of bygone eras, the phenomenon is weaving its way into modern hospitality. Perhaps it is the comforting familiarity of evoked memories, or the timeless magic of comfort foods, but the trend is captivating patrons across generations.
While a retro resurgence is happening here and now, Chris Loukakis, head of strategy at creative agency Example, believes the trend is driven by some interesting forces dating back many years.
“There was a big series of renovations that happened in pubs around the turn of the millennium, effectively driven by globalisation. We got access to cheaper materials, cheaper products and new building methodologies, so renovations became easier, and for publicans who couldn’t afford to renovate all that frequently it suddenly became accessible.”
At this time, a few key renovation styles set a trend for the pub market, and Loukakis believes this resulted in a generic style of pub fit-out.
“Pubs lost their distinction and differentiation,” he added. “Everything ended up the same, and I think that this interest in nostalgia is a rejection of that, a rebellion to it. People are saying, ‘what did we have before everything looked and tasted the same?’
“And it’s not just in pubs, it’s a broader trend across all markets. People are looking back to a period before everything was whitewashed and grey, they’re looking for a more interesting past.”
REVIVING THE PAST
Loukakis notes several pubs that have successfully tapped into their own history, such as The Beach Hotel in Mereweather and attached fish and chippery Larrie’s, which encapsulate the town’s surf culture of the 70s and 80s.
The Bob Hawke Beer & Leisure Centre by Hawke’s Brewing Co is another of the venues that Loukakis praises for its unique approach to nostalgia. Situated in the Sydney suburb of Marrickville, the neighbourhood pub pays homage to the halcyon days of 1980s Australia.
Hawkes Brewing Co co-founder Nathan Lennon says the venue was designed to create a deeper, immersive brand experience, unpacking the nostalgic elements of the brand through its hospitality offering.
“Ultimately, it’s about authentic storytelling that’s not just tied in with Bob Hawke, but a unique, culturally significant moment in time, where we give guests the chance to spend their leisure-time the way they did through the 1980s,” he says.
The venue is quintessentially 80s in both its aesthetic and menu, and Lennon saw every piece of the fit-out as an opportunity to tell a story, from the choice of texture to the more intricate elements that provoke real memories.
He says the most literal expression of the period is in the Pool Room, which doubles as a museum of Bob Hawke and tells the Australian story through memorabilia.
“He was an everyman Aussie, who enjoyed everyman Aussie pastimes – sports, BBQs, sunbaking, sinking beers at the pub. These are the very things that endeared him to Australians and allowed for a genuine connection to happen,” he says.
Although older generations connect most deeply with the venue, Lennon says the aesthetic appeals to a broad demographic and attracted 100,000 unique visitors in its first year.
“We wanted the Beer & Leisure Centre to feel welcoming and inclusive, regardless of age, gender, tastes and interests. A place where guests feel safe, have fun and have their curiosities piqued.
“This is certainly the case with the younger crowd – they might not have been around in the 80s but they appreciate the authenticity in design and experience,” he added.
Warren Livingstone, owner of Highclere Hospitality, tells a similar tale about the Australian Hotel McGraths Hill, which also journeys back to 80s Australiana.
“When I walked into the pub before I purchased it, I thought I was in a time warp. It was an old red brick interior with plastic seats like you’d find in a country hospital waiting room. I was struck by how 80s it all felt, and the interiors kind of went from there.”
Not merely replicating the past, Livingstone’s pub reimagines the era with contemporary contexts, which can be seen in the fusion of modern elements and older relics.
“We wanted to replace the old office style ceiling with some nice timber panels. I eventually found a guy out that way that made coffins and we discussed creating these timber wood panels that were good for acoustics as well as aesthetically attractive,” says Livingstone.
“I am an avid collector of original Australian pub mirrors and paintings, and although many of these paintings predated the 1980s, I still introduced them to breathe some authenticity into the venue.”
MEMORY-EVOKING MENUS
The nostalgia trend is drawing people to pubs, but it goes beyond the aesthetics, it extends to the menu as well.
At the newly opened Busselton Pavilion in Western Australia, the gastro-pub packages nostalgia in a trendy way, and Parker Group CEO John Parker illustrates the importance of carrying this element through to the F&B offering.
“Nostalgia isn’t just a passing trend, it’s a timeless element that resonates with people. At Busselton Pavilion, our goal was to incorporate that feeling into our food and beverage offering, whilst delivering contemporary tastes,” he says.
At the helm of Parker Group creative culinary director Brendan Pratt, Busselton Pavilion’s menu evokes a sense of familiarity, taking inspiration from childhood favourites and pub feed classics, with dishes such as prawn toast, French onion dip, and roast chicken rolls with gravy.
“We find that guests appreciate the clear understanding of the menu, naturally drawn to dishes that evoke memories through taste. By blending old favourites with modern twists, the pub works to create an eating and drinking experience that resonates with patrons on a personal level, inviting them to lean into the nostalgia of the past while enjoying the present,” added Parker.
Similarly, The Bob Hawke Beer & Leisure Centre rounds out its hospitality experience with a nostalgia-soaked Chinese-Australian bistro, the Lucky Prawn.
“Honestly, is there anything more Australian than a country-town Chinese restaurant or bistro?,” asks Lennon. “The sheer popularity and geographical reach of Chinese-Australian restaurants are one of our proudest cultural proof points of successful assimilation of Chinese migrants into Australia. It’s part of our collective story.”
While it was this element of storytelling that influenced the decision to delve into Chinese-Australian cuisine, Lennon says it was also a deliberate commercial decision to make the venue a destination, rather than relying on high foot traffic.
“We needed to deliver a food offering that would attract planned visits of bigger groups who would feel comfortable investing in a longer, deeper, more premium experience with a larger spendper-head average.”
TIME-TESTED FLAVOURS
Whether it’s cocktails such as the Martini that have stood the test of time, or modern twists on classic serves, nostalgia plays are becoming commonplace in drinks menus.
Representing the first stage of a multimillion-dollar renovation for the four-story Republic Hotel in Sydney, INNA Lounge is a new late-night cocktail bar that leans into nostalgia, harking back to the art deco period of the 1930s and using iconic Australian ingredients.
Rory Gallagher, group general manager for Virtical, which owns the Republic Hotel, says the cocktail menu focuses on playful nostalgia, as opposed to replicating the era exactly.
“James Russell, our group beverage manager, looked at the period of the 1930s and the large scale service production methods that were taken on after World War I. At that time, Australia was very inventive and produced staple brands that still fill our cupboards today, which we wanted to put our own twist on.
The cocktail menu incorporates ingredients such as Arnott’s biscuits, served with the Biscuit Tin cocktail, a tropical and refreshing peach cobbler, while Australia’s much-loved Milo is incorporated into the Mayne Meal, a playful take on the Espresso Martini.
With fun classics like the Pinã Colada finding popularity once again, Parker says the best way to introduce retro cocktails to patrons is to make them approachable, and in the South West, he says that beachy, crushable cocktails are hitting the spot for locals and tourists alike.
“People get excited when they see something they are familiar with, whether it evokes a memory or an experience, and adding the right amount of creative flair gives the cocktails uniqueness without being too intimidating and out there.”
As the trend of nostalgia continues to permeate pub culture, patrons are embracing more than a familiar drinking environment, but a journey back in time. As consumers seek out familiar themes and retro aesthetics in everything from venue design to F&B, the allure of the good old days offers respite from the uniformity of today.
