We collaborated with McDonald’s to create an innovative new design and customer experience recently launched in Hong Kong. This is the first of a number of initiatives being tested globally and developed by McDonalds in conjunction with Landini Associates. The project’s scope included: interior and kitchen design, crew clothing, packaging and in-store graphics. Food categories have also been reviewed and developed as have the service and ordering models.
The colorful graphic environments, that became the signature for McDonalds internationally, are now replaced with a simpler, quieter and more classic approach. Called an experiment in "Non Design" the intention is to hero the food, the service and the people who come to enjoy it. To create a “recognisable neutrality” that allows this to happen.
Concrete, glass, stainless steel and oak form a palette of stylish simplicity. Mix these ingredients one way to tell an urban story, then another to localise. Either way its one brand and one vision talking. A holistic toolkit of parts, able to be fine tuned by location. The Hong Kong model showcases an urban solution but the same pallet can be adjusted for a more domestic setting too.
Other sites under development include:
Queensland Australia, China, Singapore and more iterations in Hong Kong.
View the video on the project created by our client, McDonald's.