Project Ray - McDonald's Global - International…

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

PROJECT RAY - MCDONALD'S GLOBAL

Scope of Work

The complete reinvention of the world’s largest restaurant chain, including master-planning, architecture and interior design, brand positioning, graphics, packaging, uniforms and global design standards and guidelines.

Oxford Street, London

Project Brief

The brief was to re-attract millennials to the brand by challenging their expectations, and to create a Global Flagship model. Landini Associates’ 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 Hong Kong, Admiralty Station, Flagship, QSR, Landini Associates, Interior, Project Ray

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.

Tianjin, China

Restaurants can be found in Chicago, at both the McDonald’s Headquarters Global Menu Restaurant, and the famous Rock n’ Roll Restaurant, New York’s Times Square, San Francisco, London’s Oxford Street, Madrid, Milan, Poland, Buenos Aries, Seoul, Hong Kong, Shanghai, Beijing, Dubai, Tokyo, Singapore, Sydney, Brisbane and, most recently, Moscow.

Times Square, NYC

"The ultimate McDonald’s experience!"

– McDonald’s Corporation

Admiralty Station, Hong Kong

Oxford Street, London

Pushkin Square, Moscow

Brisbane, Australia

Chicago, Clark and Ontario

"Congratulations to Landini for this outstanding achievement. It is a testament to the creativity of the design, finesse of execution and pursuit of innovation and modernizing customer experience. Well Done!!!”"

– Yousif Abdulghani, McDonald's Middle East

Qatar

Poland

Guangzhou, China

Pushkin Square, Moscow

"Amazing looking restaurant that could never have been achieved without the sheer hard work and dedication of everyone involved in bringing a superb design to life in a world-renowned location."

– Stephen Douglas, Senior Director, International Design at McDonald's

Tianjin, China

Admiralty Station, Hong Kong

Green Square, Sydney

"A truly stunning restaurant. 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

Norwest, Sydney

Underwood, Queensland

Admiralty Station, Hong Kong

"Inspiring, energizing and transformational – thanks for opening a big window for the McDonald’s brand- I look forward to continuing to engage, develop and evolve."

– Peter Rodwell, APMEA Boss

Times Square, NYC

Sydney International Airport

Underwood, Queensland

"We live in a constantly changing world. There are fewer constants than ever before. Food however is and can be one of these. Eating is a fundamental human interaction. A place of commune where we behave as we have for millennia. We need a visually quiet place to do this in so we can hear each other talk, laugh, argue and cry. Project Ray overcomes the challenge of creating a quiet, neutral, classic space that is memorable too. It is aimed at offering customers a calm respite from the non-stop action of the modern world."

– Mark Landini, Creative Director, Landini Associates

Crew Uniforms

McDonald's Design Manual, QSR, Landini Associates, Project Ray

McDonald's Design Manual, QSR, Landini Associates, Project Ray, Graphic Design, Retail Design

McDonald's Global, Landini Associates, Project Ray, Graphic Icon, Graphic Design, Retail Design

Pushkin Square, Moscow

Project Ray - McDonalds Global

The Vision:

• Ray is an exercise in simplicity, a study on how to attract Millennials back by challenging their expectations and making McDonald’s cool again

• Ray is designed to be “quiet, a place of respite” from the noise of today’s urban life.

• In a world where everyone is shouting louder and louder, now it’s time to be quiet and let the food and services do the talking.

• The energetic environments, that have been the signature for McDonald’s are now replaced with a simpler, calmer and more classic feel.

• So, Ray is an exercise in being “quiet”; a place of respite from the noisy lives we live, a bubble of “calm and happy”.

• The intention is to hero the food, the service and the people who come to enjoy it; and to create a “recognisable neutrality” that allows this to happen.

The Design:

• Ray uses classic materials and design that won’t date, thus using minimal “embedded energy” by extending the expected lifespan of the restaurant.

• Concrete, glass, stainless steel and oak form a palette of stylish simplicity; a backdrop of “recognizable neutrality” promoting the service, the product, and the people who come to enjoy it.”

• Mix these ingredients one way to tell an urban story, then another to localise. Project Ray is about understanding the location and customer profile so that furniture, materials and layout can be adjusted accordingly.

• Either way it’s one brand and one vision talking; a holistic toolkit of parts, able to be fine-tuned by location.

• The Asian model showcases an urban solution but the same pallet can be adjusted for a more family focused drive through setting too, such as Underwood in QLD and multiple sites across Europe and the USA.

• Lighting, and as importantly shadow, play a significant role and are adjusted by day part and by location.