Project Ray - McDonald's Global - International…

"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, Uniforms, Global Design Standards and Roll Out Guidelines.

Times Square, NYC

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

Admiralty Station, Hong Kong

McDonald's Hong Kong, Tianjin, Flagship, QSR, Landini Associates, Exterior, 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 our multi-award winning concept have since rolled out across the world.

Oxford Street, London

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

"The ultimate McDonald's experience."

– McDonald's Corporation

Nyugati Station, Budapest

"The most beautiful McDonald's in the world."

– The New York Post

Sydney International Airport

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

"The coolest McDonald's on the planet."

– Buzzfeed

Tianjin, China

"Inspiring, energizing and transformational."

– Peter Rodwell, McDonald's APMEA

Clark and Ontario, Chicago

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

"Beautiful, iconic, forever special."

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

Pushkin Square, Moscow

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

Norwest, Sydney

Oxford Street, London

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

– Hong Kong Business Times

Guangzhou, China

Tokyo, Japan

Qatar

Pushkin Square, Moscow

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

"The cutting edge of experiential retail."

– Morning Brew USA

Guangzhou, China

Stafford, UK

McDonalds Flagship Moscow Pushkin Square Project Ray Landini Associates

Queen Street, Brisbane

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

Green Square, Sydney

Underwood, Queensland

"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

Admiralty Station, Hong Kong

"Best in Class."

2019 Winner, Retail Design Institute of America

Times Square, NYC

Admiralty Station, Hong Kong

"World class."

– Echochamber

Crew Uniforms

Underwood, Queensland

McDonalds Pushkin Square, Moscow, QSR, Landini Associates, Project Ray, Interior Design

Project Ray - McDonalds Global

Landini Associates' global flagship model for McDonald's, "Project Ray," first launched in 2015 at Admiralty Station in Hong Kong.

Ten years later, our multi-award winning design continues to roll out across the world.

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

In a world where everyone is shouting louder and louder, now it’s time to be quiet. 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.

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