McFancy

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




in ACCESS

ACCESS is a global creative agency commited to designing extraordinary creative experiences that inspire consumers through compelling communications