Last Updated on August 31, 2025 by Craig Allen Keefner
Global Retail Innovator & Influencer – Associate Consultant – Keynote Speaker
Very nice exposition of McDonalds project by Steve Lister. This was a project to make McDonalds cool again.
From LinkedIn post we saw — So what was the idea of the project? – The complete reinvention of the world’s largest Fast Food Chain, including master-planning, architecture and interior design, brand positioning, graphics, packaging, uniforms and global design standards and guidelines.
What was the Project Brief to Landini Associates? – The brief was simply to “make McDonalds cool again”, in order to challenge and then re-attract “Millennials” who had become disenchanted with the brand, and to create a Global Flagship model.
Landini Associates’ design “Project Ray” is named after the brand’s founder Ray Kroc and first launched in December 2015 at Admiralty Station in Hong Kong.
Personally, I think they did an amazing job……what do you think?
So here are some of the concepts they came up with?
Incredible pictures taken by Jonathan Taylor!
Samples:
