McDonald’s Hong Kong
We collaborated with McDonald’s to create an innovative new design and customer experience. Launched in Hong Kong in December 2015, our design continues to roll out across global markets.
"Inspiring, energizing and transformational – thanks for opening a big window for the McDonald’s brand."
"An absolutely awesome result."
"Fair is fair: McDonald’s Hong Kong made us look."
McDonald’s Hong Kong
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 it’s 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.
The once independently serviced McCafé has been integrated with a cold service bar for salad, desert, drink and food preparation. This is where the customised orders are prepared, picked up, and delivered to tables by the newly appointed floor crew. This new "service line" is a theatrical addition to the traditional ordering and pick up point.
Multiple seating zones feature, with new seating types for McDonald’s and areas designed to accommodate families, groups and individuals. Zinc, concrete and oak tables and benches help define these zones. The theatre of the custom grill is open, front and center so it can be viewed up close from a seated table to its side or alternately from adjacent high communal tables.
A new computerized lighting scheme has been conceived to dramatically alter the mood by day and by night. This calmer, more intimate solution delivers a relaxed night time experience for the diners and a sharper quicker one for the day.
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. Creating simple places and spaces is much harder than creating loud and fashionable ones, creating memorable simple spaces is harder still. This overcomes the challenge of creating a quiet, neutral, classic space that is memorable too.
This is the first of a number of initiatives that was tested globally and developed by McDonald’s in conjunction with Landini Associates. We continue to work with the McDonald’s brand across global markets.
Hong Kong, China
395 square metres
Food, Retail, Hospitality
Brand Strategy, Interior Design, Kitchen Design, Master Planning, Graphic Design, Signage, Wayfinding, Ticketing, POS, Uniforms, Visualisation, Brand Guidelines, Fit-out Guidelines.
- 2017 Los Angeles IDA Awards Bronze Winner
- 2017 Interior Design Excellence Awards Shortlisted, Best International Project
- 2016 Hong Kong City Design Awards Gold Winner, Retail & Food
- 2016 World Interior News Awards Longlisted, Best Restaurant