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In the digital age, we’re yearning for something to hold.
No matter the task, the phrase “there’s an app for that” is now basically a given. These days, it seems like everything comes with an online counterpart, terms and conditions, and/or a strict “make an account to continue” guideline. It’s a digital world, and we’re all just living it in.
In response, the analog side of the spectrum is slowly but surely making a comeback. Read: Tangible take-home goodies are popping up across local restaurants, bars and venues—physical tokens meant to be pocketed, saved and revisited. Think matchbooks, cardboard coasters, stickers, paper concert and movie tickets, photo strips, and even stray pieces of confetti from a show—capturing the moment raw and real, and sealing in the memory with a sense of spontaneity that dimly lit iPhone photos can’t replicate.
Less of a trend and more of a movement, these items—stashed in purses or pockets, or junk journals for the crafty types—are just waiting to be collected. “The little things can matter,” Brand Fuel Co-President Danny Rosin tells RM. “People who take souvenirs and collectibles are, in a way, saying ‘I love this place I went to, and I want some semblance of memory to have down the road and to share.’”
Matchbooks that spark a memory (and a candle at home) can be found at Heights House, Barcelona Wine Bar, The Cardinal and Landmark; photo booths at Moon Room and Le Dive snap pocket-size proof of the night; and cardboard coasters arrive alongside cocktails at the likes of Bar Marigold.
Fueling the shift is a broader rethink of what makes a space feel lived-in. The anatomy of a chic home no longer hinges on perfectly planned decor, but on mementos and memories—small tokens that serve a shot of serotonin every time you spot that coaster on your coffee table or strike a candle with a branded matchbook.
The bottom line? Our heads are out of the cloud. We’re craving something that can’t be accessed via email or app, something that is for us and us alone to hold onto long after the moment is gone.
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