read

October 11th, 2023

Georgie

Previously on…

In our previous blog, we outlined the reasons why we have seen a resurgence in the popularity of mysticism, most notably for Gen Z’s, and a selection of mystic rituals that form modern iterations of the practice. And in this blog, we’ll be exploring this further.

Mysticism fosters a feeling.

In uncertain times, such as now, people search for comfort and guidance in different places. One of these places isn’t a place at all, it goes beyond the physical world. It provides a welcome escape into a space that’s accepting, reflective, and full of perceived answers. Introducing mysticism.

Mysticism has found its way and has made a permanent dent in pop culture, and embracing the trend can help brands stay relevant and impactful, leveraging it to engage in a way that’s light-hearted and empowering.

From marketing campaigns to music playlists, mysticism has made its mark in the mainstream and in this blog, we’ll be exploring how the trend has been translated in the real world, both literally and some a little more ambiguous…

1) Meditation

Mediation is the mental practice that involves focusing one’s attention on a particular thought, object, or activity to achieve a state of mental clarity. Mysticism and mediation overlap, with both having distinct aspects of spiritual and contemplative practices. Mediation is a pathway to mystic experiences, involving seeking direct and personal experiences with the divine, spiritual truths, or ultimate reality. Those who practice mysticism often turn to mediation as a means to quiet the mind, deepen their spiritual awareness, reduce stress and relax, which is why it is often associated with spas.

Understanding the importance of mysticism as a modern form of well-being UK residents club, The Other House, offer their guests a high range of mystic-inspired experiences. Branded as a haven to nurture the mind, body and spirit, the private home-turn hotel, is home to a restorative spa where guests are encouraged to participate in mediation sessions, reiki baths and sound-healing classes.

The Other House also provide a personal 24/7 wellbeing concierge service, who are able book guests into wellness events at the wellbeing studio, serve restorative food and beverages based off their needs and organise psychic readings at the guests’ request.

[Image Credit: The Other House]

2) Horoscopes

Horoscopes are astrological predictions or forecasts based on an individual zodiac sign. This isn’t the first moment horoscopes have had, and it won’t be the last. The practice has been around in various forms for thousands of years and has recently become popular with a heaping helping of the zodiac. Now so widely used, they are often published in newspapers, magazines, online and other media, providing readers with insights into what the future may hold for them.

Spotify has brought zodiac-inspired musical dreams to fruition, thanks to the music platform’s ‘Cosmic playlists’. Music is undoubtably the best way to tap into your emotions, escape reality and achieve tranquillity. Music is an extension of our personality, a personality that some believe is largely guided by our zodiac sign, so Spotify have created individual playlists for their users, with the help of astrologer Chani Nicholas, that offers unique music that resonates with the energy and characteristics of each user.

[Image Credit: Spotify]

3) Tarot Cards

Tarot’s, used from at least the mid-15th century, are a set of cards whereby practitioners use the cards to gain insight into the past, present, or future. Today, tarots are used as a means of coping with the present, with the help of psychology-minded experts and modern-day psychics. The tarot aesthetic is now widespread with brands using their style for branding and marketing purposes.

ITV has embraced the mystical with a fully integrated tarot theme for it’s ‘This One’s Impossible to Predict’ campaign for the 2023 Rugby World Cup. The concept, consisting of 20 tarot cards, dedicated to each competing nation, alludes to more unconventional methods of predicting which nation will take home the trophy.

The promotional video features a fan visiting a tarot card reader, looking for answer on who will win the cup. As the scene unfolds, even the card reader is left perplexed when the cards take on a life of their own in a dramatic final. The 20 cards used in the promo will also be shared with iconic pundits, on socials, and in influencer and OOH marketing campaigns.

[Image Credit: ITV]

4) Witchcraft

Modern-day witchcraft, often referred to as contemporary witchcraft, is a diverse and eclectic spiritual and magical practice that has gained popularity in recent years. It draws inspiration from various historical traditions while incorporating contemporary elements, and modern-day witches are individuals who master the art of combining the two – Dr. Kate Tomas being one of them.

Dr. Tomas is one of the most highly educated and sought after practitioners in the world, selling her psychic abilities to global leaders and multi-national brands. She also advises governments and banks, influencing multi-million-pound decisions, as well people seeking advise on love and relationships.

Dr Tomas has made a lucrative career from her psychic expertise in the world of mysticism, showing just how highly respected her work is across several industries. She is now so in demand that she will not even speak to a potential client for less than £1000!

 

5) Astrology

Astrology is the belief system and practice that suggests a connection between the positions and movements of celestial objects, such as planets and stars, and personality traits on earth. Due to this belief, we have seen an increase in celestial imagery, prints and graphics across the ball.

Going even further than this, with the increasing desire to connect to outer space, space tourism, a once seemingly impossible mission for anyone outside of NASA, is now not only within our reach but set to open for commercial tourism. French low-carbon balloon travel company, Zephalto, is launching its out-of-this-world dining experience in 2025 that will transport people into a capsule attached to a balloon for lunch in the stratosphere. We believe, although horoscopes and space tourism seem worlds apart, the two are most definitely interlinked and clearly shows how a macro trend can be filtered into different aspects of consumerism.

[Image Credit: Zephalto]

So where do we come in?

Just as people are drawn to the practises of mysticism, many are drawn to the aesthetic too, the stuff that comes with mysticism, not just the services but the accessories and the overall look and feel. If you’re a brand or retailer looking to design a retail space that’s reflective of current industry trends such as mysticism, then this is where we can help…

Let’s talk 

Every trend has an opposite, a counterpart that is its antithesis, and these ‘design dualities’ is precisely what our latest insight report explores. Delving into these dualities is not merely about style; it’s decoding the unspoken conversation of fractured communities, seeking pathways for bridge building through forms that reflect our division. Request the report!