Design Gives Brands a Winning Edge
When fast-food giant McDonald’s unveiled its new concept store in Hong Kong in December 2015, it was described in the media as “barely recognisable” from the brand of old. Bright colours and glaring neon – once the staple of the iconic fast-food eatery with outlets in some 119 countries – have been replaced by muted hues and subdued lighting. A “theatre kitchen,” where customised dishes are prepared in full view of customers who “create” their taste from the fresh ingredients on display, replaces the back-of-house grill. Mark Landini, Creative Director at Landini Associates, a global studio based in Sydney, Australia, designed the concept, which has since been rolled out to two more McDonald’s outlets in Hong Kong and is now going worldwide. The firm is currently replicating the model at franchise outlets in India, Singapore, the Chinese mainland, Qatar and Dubai.