Monday, January 31, 2011


Today’s demanding consumers expect even their beloved, favorite brands
to step up their game.
Many run-away online successes of offline brand “stunts”
attest that consumers expect, and get really excited about,
experiences that are unusual, fun, thought-provoking and emotionally engaging.
With the power and immediacy of social media,
surprising offline events and stunts have now turned into truly powerful promotional tools.

For McDonald’s, we envision a cool, surprising and fun mix of concepts.
First is McFancy, an upmarket temporary McDonald’s store
that launches at Fashion Weeks around the globe — London, New York, Paris, Milan, Sydney, Hong Kong. McFancy is part art installation, gathering spot and, of course, a restaurant that offers a traditional McDonald’s menu but packaged in a way that
makes a playful yet stylish nod to the lifestyle of the highly desirable,
influential consumers that attend Fashion Weeks.


Waiters in tuxedos, silver service, private dining areas, and packaging co-created
with the fashion brands that present at Fashion Week
— Burberry burgers, Chanel fries on black packaging, Paul Smith Sundaes…
A bit of fun among the serious business of fashion. A bite of comfort food among
all the elaborate cocktail fare, Private dining rooms, a raised catwalk
that winds around the perimeter of the space, and with a central bar area providing a dramatic focal point. The ceiling is constructed from stretched fabric,
ribbed to provide articulation and define zones.
The form of the ceiling is accentuated through the use of LED lighting


This idea is very fresh and brilliant!
McDonald is not only very popural and cheap,
but also we find every food of Mcdonal is unhealthy.
( Because these are fast-food )

Even though they're so popular and they don't need to try for new image,
I think this McFANCY would be great to change their image.

only by changing the package, and store's atomosphere,
McDonald looks like high-class restaurant.

If they open this new branch, I really wanna visit here.

-x.o.x.o AMY - 

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