McDonald’s “Mood-Engine” arrives at Admiralty Station
A "Ray-Naissance" – reimagining the Rhythm of Quick Service Dining in Asia’s Busiest RestaurantLandini Associates has reimagined McDonald’s "Project Ray" at Admiralty Station, Hong Kong — the world’s second busiest restaurant and the birthplace of our original tribute to Ray Kroc.
This next-generation redesign, created in partnership with McDonald's Hong Kong, marks the evolution of "Project Ray" a decade on, while celebrating 50 years of McDonald’s in Hong Kong and 70 years since the opening of Ray Kroc’s first iconic U.S. restaurant.
At the heart of the transformation is our "Loco-Motion" concept; a "Mood-Engine" named both in honour of its location, and the speed that McDonald’s Hong Kong serves its guests.
A 22-metre, curving digital landmark shifts the restaurant’s energy from day to night through animated lighting, colour, and McDonald-Land characters. It’s both an emotional centrepiece and a tribute to timeless design.
The idea is that an interior investment can be timeless – that a ‘decorative mood’ can be generated and then reflected from a single, central source.
This "Ray-Naissance" can now shift from calm to energetic, playfully branded to locally nuanced – forever changing and forever adaptable.
"Mood-Engine" responds to the energy required by the guests in the moment. Like a chameleon it responds to its environment.
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Client
McDonald's Hong Kong
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Location
Admiralty Station, HK
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Size
535 sq m
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Category
Retail, Hospitality, Food
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Scope
Brand Strategy, Concept, Master Planning, Interior Design, Graphic Design, Wayfinding, Signage, LED Screen Animation and Crew Uniforms
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Photography by
Andrew Meredith