Project Description
The ‘Art of Play’ is a project intended as a global platform with specific considerations for developing markets. The conceptual solutions defined a unique brand statement differentiating McDonalds from its competitors through ‘ownable’ brand elements and experiences. Cultural indicators along with known play experiences, play patterns, activities, and values, were all studied and supported through system thinking that combined intelligent modular adaptation, material innovation, cost reduction and supply chain support.
With play being a strong part of McDonald’s restaurant heritage, The Art of Play presented a renewed opportunity to increase the value of the overall McDonalds brand experience. The unique solutions offer a balance of strong brand and visual statement complimenting McDonalds new directions in restaurant design.
With play being a strong part of McDonald’s restaurant heritage, The Art of Play presented a renewed opportunity to increase the value of the overall McDonalds brand experience.
Services & deliverables:
– Secondary research
– User Experience design
– Brand development
– Concept design
– Industrial design
– 3D CAD
– Animation (Wall graphics courtesy of McDonalds)