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
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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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