TIKI STYLE

We delve into the cultural and historical context that made this trend a real craze in the USA between the 1930s and 1960s.

by Laura Martínez

The first time I heard the term “Tiki” was when a friend returned to Spain after spending time in the USA. She brought me some hand-carved ceramic cups as a souvenir with a face that seemed to be some kind of deity. I unwrapped them carefully, seeing that they were delicate, and, although I thought they looked very pretty, I think I made a face like ‘What the hell are these?’ and she quickly said:
“They’re Tiki mugs!”

Ilustration: Chenta

Tiki is a cultural and aesthetic trend inspired by the traditions and landscapes of the South Pacific islands, especially Polynesia and Hawaii. Tiki finds its Almighty in the god Kahuna, often represented in drawings and sculptures on various items: plates, T-shirts, figures... Gastronomy and ceremonies in his honour are essential in this culture. The United States, often seen as a cultural melting pot, embraced Tiki culture, a phenomenon that some critics labelled as ‘cultural appropriation’, coining the expression long before it gained widespread recognition.

A Māori man touches up the tattoo on a wooden tiki

Palm trees, bamboo tables, statues carved with Kahuna’s face, lots of colour and drinks! The quintessential cocktail, the Planter’s Punch –a mix of rum, grenadine, triple sec, lime juice, orange and lemon– is the king of any self-respecting Tiki celebration. It’s closely followed by the Mai Tai –dark rum, white rum, lime juice and orange liqueur– and the Blue Hawaiian, made with white rum, curaçao, coconut cream and pineapple juice.

Between the 1930s and 1960s, the tiki phenomenon arose in the United States. It spread to all areas: music, decoration, gastronomy, architecture, philosophy of life... The mid-century style that characterised Californian Palm Springs in the 1950s is full of references to this culture. But why? What brought it to the USA? The term ‘Tiki’ comes from Polynesian mythology and means ‘first man’ or ‘symbol of divinity’. Elements such as carved sculptures of mythological gods linked to a carefree island philosophy of life served as inspiration. However, they were later reinterpreted (surprise, surprise) for commercial and decorative purposes.

The Tiki phenomenon becomes popular in the United States

But there is much more to the story, going back to the 17th century, when European and American explorers, such as Captain James Cook, brought back romantic and exotic accounts of the South Pacific islands. These accounts fed Western imaginations with idyllic visions of paradisiacal beaches, lush landscapes and fascinating cultures, creating an idealised perception of Polynesia that still captivates us today.

Later, during World War II, thousands of American soldiers were deployed in the South Pacific. When the fighting finished, they brought back memories and experiences of the islands. These experiences inspired a cultural and commercial interest in recreating this tropical atmosphere. Who doesn’t remember Pearl Harbor and the love triangle between Evelyn (Kate Beckinsale), Rafe (Ben Affleck) and Danny (Josh Hartnett) and the scene where the two American soldiers get into a fight over Evelyn in a tiki bar, clad in Hawaiian shirts.

Ilustration: Chenta

Between the 1940s and 1960s, Tiki culture exploded in popularity as a form of escapism. People sought relaxed and romantic environments away from real-world stress, away from the memory of a World War and its terrible, traumatic consequences. This led to the proliferation of tiki restaurants and bars nationwide, offering a respite in the form of bamboo, greenery, wood, statues, dim lights and Hawaiian music.

The first tiki bar to open in the USA was Don The Beachcomber (opened by Donn Beach) in Hollywood, California, in 1934. Trader Vic’s followed in 1937 in Oakland, California, and from then on, the boom in tiki bars spread like wildfire across the country. Today, you can visit Frankie’s Tiki Room, an iconic tiki bar on the Las Vegas Strip in Nevada. This place combines the classic tiki bar atmosphere with a contemporary twist, offering a unique experience for tiki culture lovers with tropical cocktails and slot machines, an explosive combination. It also has a shirt corner designed by the Californian artist Shag, whose colourful and original artworks reflect his love for this entire culture.

Polynesian-style bars spread across the country

Although the popularity of Tiki culture experienced a decline from the 70s onwards, it is currently undergoing a vibrant comeback. Thanks to a renewed interest in retro design, classic cocktails and art, Tiki culture is once again capturing our imagination.

At Concept Hotel Group, we’re excited to see this resurgence and have jotted down some notes in our ideas book!