McDonald's China, Tianjin, Flagship, QSR, Landini Associates, Exterior, Project Ray

PROJECT RAY

We were engaged by McDonald's Global for the complete reinvention of the world’s largest restaurant chain, including brand positioning, concept, master-planning, architecture, interior design, graphic design, crew uniforms, global design standards and roll out guidelines.

The brief was to re-attract millennials to the brand by challenging their expectations and to create a Global Flagship model.

Oxford Street, London

McDonald's China, Tianjin, Flagship, QSR, Landini Associates, Exterior, Project Ray

Times Square, NYC

McDonald's Times Square, NYC, Flagship, QSR, Landini Associates, Exterior, Project Ray, Billboard

Our design “Project Ray” is named after the brand’s founder Ray Kroc and first launched in December 2015 at Admiralty Station in Hong Kong.

Admiralty Station, Hong Kong

McDonald's China, Tianjin, Flagship, QSR, Landini Associates, Exterior, Project Ray

Sydney International Airport

McDonald's China, Flagship, QSR, Landini Associates, Exterior, Project Ray

"The ultimate McDonald's experience."

– McDonald's Corporation

Norwest, Sydney

McDonald's Norwest, Sydney, Flagship, QSR, Landini Associates, Interior, Project Ray

Oxford Street, London

McDonald's Oxford Street, London, Flagship, QSR, Landini Associates, Seating, Project Ray, Lighting

Project Ray has been so successful that it has been sought out by every territory globally as the “Go To” flagship store model, and iterations of Landini Associates’ multi-award winning concept have since rolled out across the world.

Poland

McDonald's Poland, Flagship, QSR, Landini Associates, Interior, Project Ray

Tianjin, China

McDonald's Tianjin, China, Flagship, QSR, Landini Associates, Interior, Project Ray, Stairs

"Inspiring, energizing and transformational – thanks for opening a big window for the McDonald's brand."

– Peter Rodwell, APMEA Boss

Qatar

McDonald's Qatar, Flagship, QSR, Landini Associates, Interior, Project Ray

Tianjin, China

McDonald's China, Tianjin, Flagship, QSR, Landini Associates, Exterior, Project Ray

"The cutting edge of experiential retail."

– Morning Brew USA

Guangzhou, China

McDonald's Guangzhou, China, Flagship, QSR, Landini Associates, Interior, Project Ray

Brisbane, Australia

McDonald's Brisbane, Australia, Flagship, QSR, Landini Associates, Interior, Project Ray

"Beautiful & iconic. Forever special."

– Stephen Douglas, Vice President, Global Development, McDonald's

Pushkin Square, Moscow

McDonald's Pushkin Square, Moscow, Flagship, QSR, Landini Associates, Interior, Project Ray

Clark and Ontario, Chicago

McDonald's Chicago, Clark and Ontario, Flagship, QSR, Landini Associates, Interior, Project Ray

"Landini's reinvention of McDonald's gives the brand a winning edge."

– Hong Kong Business Times

Pushkin Square, Moscow

McDonald's Pushkin Square, Moscow, Flagship, QSR, Landini Associates, Interior, Project Ray

Green Square, Sydney

McDonald's Green Square, Sydney, Flagship, QSR, Landini Associates, Interior, Project Ray

Underwood, Queensland

McDonald's Underwood, Queensland, QSR, Landini Associates, Project Ray, Exterior

"A great reflection on what you can achieve when you have first class partners such as Landini Associates. Congratulations to all"

– Josh Bannister, Senior Development Director at McDonald's Australia Limited

Sydney International Airport

McDonald's Sydney International Airport, Kitchen in the Sky, QSR, Landini Associates, Project Ray

Admiralty Station, Hong Kong

McDonald's Admiralty Station, Hong Kong Flagship, QSR, Landini Associates, Interior, Project Ray

"Best in Class."

2019 Winner, Retail Design Institute of America

Times Square, NYC

McDonald's Times Square, NYC, Flagship, QSR, Landini Associates, Interior, Project Ray

Admiralty Station, Hong Kong

McDonald's Admiralty Station, Hong Kong, Flagship, QSR, Landini Associates, Interior, Project Ray

"World class."

– Echochamber

Crew Uniforms

McDonald's China, QSR, Landini Associates, Project Ray, Interior, Crew Uniforms

Underwood, Queensland

McDonald's Underwood, Queensland, Flagship, QSR, Landini Associates, Exterior, Project Ray
McDonalds Pushkin Square, Moscow, QSR, Landini Associates, Project Ray, Interior Design
McDonald's Sydney International Airport, Kitchen in the Sky, QSR, Landini Associates, Project Ray
  • Client

    McDonald's

  • Location

    Global

  • Size

    Global Roll Out

  • Category

    Retail, Food, Hospitality

  • Scope

    Brand Strategy, Concept, Master Planning, Interior Design, Graphic Design, Wayfinding, Signage, Uniforms, Brand Guidelines, Retail Design Guidelines and Global Roll Out Guidelines

  • Photography by

    Various – Andrew Meredith (Pushkin Square, Moscow, Oxford St, London & Times Square, NYC); Andrew Worssam (Sydney Green Square & Sydney Norwest); Ross Honeysett (Admiralty Station Hong Kong); Trevor Mein (Sydney Airport, Underwood QLD); Other – Supplied by McDonald’s

  • Awards

    • 2020 IDA Design Awards Honorable Mention, Print-Wayfinding & Environmental Graphics
    • 2020 Driven X Design Sydney Selection - McDonald's Pushkin Square, Moscow
    • 2020 Frame Awards Longlisted, Best Restaurant - McDonald's Sky Kitchen, Sydney Airport
    • 2020 Frame Awards Social Media Award, Restaurant of the Year - McDonald's Sky Kitchen, Sydney Airport
    • 2020 IDEA-Tops China Winner, Best Interior Dining-Space - McDonald's Sky Kitchen, Sydney Airport
    • 2019 NYC Design Awards Gold Winner, Best Interior Hospitality - McDonald's Times Square, NYC
    • 2019 Retail Design Institute of America Class of 2019 - McDonald's Times Square, NYC
    • 2019 Retail Design Institute of America Innovation, Branding - McDonald's Times Square, NYC
    • 2019 Retail Design Institute of America Innovation, Digital Integration - McDonald's Times Square, NYC
    • 2019 Eat Drink Design Awards Shortlisted, Best Restaurant Design - McDonald's Sky Kitchen, Sydney Airport
    • 2019 American Architecture Award Gold Winner - McDonald's Chicago
    • 2019 IES Lighting Awards Award of Merit, Best Lighting Design - McDonald's Chicago
    • 2018 IDEA Awards Shortlisted, Best Hospitality - McDonald's Sky Kitchen, Sydney Airport
    • 2018 Driven x Design Sydney Gold Winner Hospitality on the Go - McDonald's Sky Kitchen, Sydney Airport
    • 2017 Los Angeles IDA Awards Bronze Winner - McDonald's Hong Kong
    • 2017 Interior Design Excellence Awards Shortlisted, Best International Project - McDonald's Hong Kong
    • 2016 Hong Kong City Design Awards Gold Winner, Retail & Food - McDonald's Hong Kong
    • 2016 World Interior News Awards Longlisted, Best Restaurant - McDonald's Hong Kong

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