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Artworks
McDonald's Concept CUBE
Steve Leung Design Group / Hong KongFurther images
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DFA Design for Asia Awards 2022 l Silver Award l Service & Experience Design
A CHILD’S DELIGHT
McDonalds launched their CUBE flagship restaurants in Chengdu and Shenzhen in 2020, integrating three main design concepts: “Cube”, “Warm Colours” and “Hidden Smile”. The modular cubic Happy Meal box shows the endless possibilities of this fun setting enhanced by heart-warming colours, and bespoke lighting and decor in rounded shapes that subtly reflect the “Hidden Smile” feature of the Happy Meal. Simple lines and minimalistic features define CUBE’s interiors, and the lighting hints at McDonald’s “Hidden Smile” with a pleasing setting of textured comfort and exciting surprises. The “Molten Cheese Theatre” features built-in shelving paired with cheese-inspired inset seating and a projector hidden in the cheese-like ceiling lightbox that shape a creative family-friendly environment. The CUBE scheme proposes cheerful urban settings for people from all walks of life to connect and enjoy moments of carefree happiness and shared nostalgia.
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