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Product Design
Published: 1 Aug 2018

Mystical Designs Cater to Consumer Spirituality

Extra
L-R: Bam Jansanjai, Art & Guile

Despite the decline in popularity of the three major religions (The Guardian, 2018), spirituality remains a key interest to consumers, who are turning to hybrid religious mash-ups to cater to personalised beliefs and experiences (see Modern Mysticism). We follow our A/W 18/19 Design Direction Sacred to explore how spirituality is influencing current product design.

UK jewellery designer Bam Jansanjai has created a collection of decorative pieces based on common superstitions and folklore. The How to Wear Good Luck series features 15 items that translate different fables into physical product. 

The act of throwing salt over one’s shoulder to avert evil omens is recreated in a shoulder brooch made from salt stone. Also in the collection is the Lucky Cat’s beckoning paw, supposed to bring good fortune, featured in a single large earring. Each jewellery piece comes with a fortune-teller-inspired card with a stylised illustration of the object, and a description of the meaning and origin of the superstition. 

In lighting, spirituality is achieved through highly Art Deco geometric shapes, creating products resembling totems and talismans. This is exemplified in US studio Art & Guile’s new Anaglyph series of luminaries.

Repetitive line patterns are etched into long, rectangular panels of glass, framed with bead-like forms in blackened steel and brass. LED lights are fitted at the edge of each glass pane, hiding out of sight. The light travels through the glass and illuminates the etched surface designs, creating a beautiful optical effect.

The desire to connect with one’s spirituality is increasing as faith in the major religions continues to fall. Brands need to appreciate this commercial opportunity and step in with storied product to support and satisfy consumers’ spiritual cravings.

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