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 Fast Food Chain, including master-planning, architecture and interior design, brand positioning, graphics, packaging, uniforms and global design standards and guidelines.

Oxford Street, London

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

Project Brief

The brief was simply to “make McDonald's cool again”, in order to challenge and then re-attract “Millennials” who had become disenchanted with the brand, 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

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

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

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

"The ultimate McDonald’s Experience"

McDonald’s Corporation

Admiralty Station, Hong Kong

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

Oxford Street, London

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

Pushkin Square, Moscow

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

Brisbane, Australia

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

Chicago, Clark and Ontario

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

"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

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

Poland

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

Guangzhou, China

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

Pushkin Square, Moscow

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

"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

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

Admiralty Station, Hong Kong

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

Green Square, Sydney

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

"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

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

Norwest, Sydney

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

Underwood, Queensland

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

Admiralty Station, Hong Kong

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

"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

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

Sydney International Airport

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

Sydney International Airport

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

Underwood, Queensland

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

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

Pushkin Square, Moscow

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

    McDonald's

  • Location

    Worldwide

  • Size

    Various - Roll Out

  • Category

    Retail, Food, Hospitality

  • Scope

    Concept, Strategy, Master Planning, Interior Design, Graphic Design, Packaging, Uniforms

  • 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 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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