BEYOND THE LOBBY - COCKTAILS MENU

Cocktail menus had a life beyond the product itself.

By Jon @whereismyhotel

They began with refined, monochromatic designs, adorned with calligraphy and ornamental borders, reflecting the formality and social distinction of high society. With the arrival of the 20th century, new aesthetic movements such as Art Nouveau and Modernism emerged, placing graphic design at the forefront of visual culture.

Restaurants that wanted to stand out invested in design, hiring renowned artists or graphic designers to reflect their identity. The result was a wide range of visual expressions: from vivid color palettes evoking freshness to layouts with bold typography, cartoon-like illustrations, and festive details.

Menus with drawings began to appear, aimed at capturing the attention of a new audience that was starting to frequent restaurants. These graphics brought charm and accessibility to the restaurant's image and even encouraged customer interaction. In some cases, the back cover invited diners to write the address of someone they wished to send it to (postage included). However, the interior was part of the decor itself and played a key role in creating a memorable experience.

In their golden age, menus were not just functional tools but a form of art, reflecting not only traditions but also the visual styles of the time. Typography, illustrations, and layout were often aligned with the prevailing artistic movements, offering a window into the culture of the era. Fantastical illustrations and ornate lettering eventually gave way to modern and bold designs.

Over time, as many independent venues disappeared, menus often ceased to be signed, and designers faded into anonymity. Still, for those who take the time to look closely, these drink menus reveal much more than just a list of beverages—they unveil a whole world around the cocktail.

This entire culture of spirits is now embodied in Tropicana Ibiza Suites, a hotel conceptualized around the cocktail. Each room includes a recipe and everything needed so that, upon arrival, you can enjoy a cocktail specially designed for your room.