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McDonald's BFF TOWN | NYGDESIGN

NYGDESIGN 牛油果设计
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McDonald's BFF TOWN | NYGDESIGN
BFF, best friends forever, friends at the highest level, with "best" as the rank and "forever" as the duration. BFF is the person you want to share with anytime, anywhere, the buddy who supports you, and the partner you play with. Whether in life's highlights or low points, McDonald's has always witnessed everyone's companionship and growth together. Each rising McDonald's restaurant becomes the meeting point where you and your BFF connect, making McDonald's the eternal best friend BFF in many people's hearts. To review and share the journey of delicious food and friendship with more McDonald's fans, McDonald's has successively held the "BFF Friendship McDonald's Years" trend culture art exhibition in Beijing, Shanghai, Guangzhou, Foshan, and Shenzhen, with the Shenzhen venue designed and constructed by NYGDESIGN. The exhibition is located at the O·POWER Cultural and Art Center, drawing inspiration from the world's first art amusement park, Luna Luna. We hope to use the small town amusement park as a canvas, combining McDonald's classic elements to allow everyone to return to a "small utopia" of pure childhood happiness. In McDonald's town, together with your BFF, create unique McDonald's friendship memories.

BFF，best friends forever，朋友的最高级，等级是best，期限是forever。BFF是随时随地想要分享的人，是相互支持的死党，是一起玩耍的伙伴。无论人生高光还是窘境低谷， 麦当劳始终见证着大家彼此陪伴、一起成长。一间间兴起的麦当劳餐厅，成为你和BFF默契的碰头点，麦麦也成为无数人心中永远的好朋友BFF。为了与更多麦麦粉丝回顾、分享这段美味与友谊同行的旅程，麦当劳在北京、上海、广佛、深圳陆续举办“BFF友谊麦岁”潮流文化艺术展，其中，深圳场就是由NYGDESIGN设计并负责搭建。展览选址O·POWER文化艺术中心，我们从世界上第一座艺术游乐园Luna Luna中获得灵感，希望以小镇乐园为画布，结合麦麦最经典的元素，让大家可以在这里回到只有童年纯粹快乐的“小小乌托邦”，在麦麦小镇和BFF一起制造独一无二的麦麦友谊记忆。
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
Upon entering the town, you will immediately be captivated by the enormous "Eye-Catching Pack" hamburger factory. The blue oil tank transforms into three gigantic McDonald's hamburgers. Inside the factory pipeline, it is said that you can even find hamburger fragments dropped by the hamburger thief.

进入小镇，立刻就会被巨大的“显眼包”汉堡工厂吸引目光，蓝色油罐摇身一变成为三个巨大的麦麦汉堡，进入工厂管道内部，据说还能找到汉堡神偷掉落的汉堡碎片。
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
The main transportation artery in the town is a French fries avenue, a must-visit spot for fans of the McDonald's brand. On the left side of French fries avenue, a replica of the classic McDonald's uncle bench is featured. This bench holds memories for many people of their first encounter with McDonald's. Regardless of age, upon seeing it, the reflex is to sit down and take a photo to capture the moment!

小镇的主干线交通是一条薯条大道，这是麦门信徒必打卡的地方。薯条大道的左侧，复刻了经典的麦当劳叔叔长椅，这也是很多人初遇麦当劳的回忆，不管几岁，看到还是条件反射想坐上去拍张合照！
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
Walking to the end of French fries avenue, you will arrive at the Apple Tree Square guarded by Big Bird Sister. One of the most boast-worthy things from childhood was having a birthday party at McDonald's and taking a photo with the apple tree.

沿着薯条大道走到尽头，就来到大鸟姐姐守护的苹果树广场。小时候最值得炫耀的事情，就是去麦当劳办生日派对、与苹果树合影。​​​​​​​
design McDonald’s brand identity visual Brand Design
As you tour to the end of the town, you'll arrive at the Ice Cream Cone and Skateboard Factory. Rumor has it that recently, the beloved eldest brother of the Four Little Fortunes has developed a passion for skateboarding. Come and challenge this adorable skateboarding expert. Additionally, there's the childhood favorite game of "Jumping Houses," instantly evoking memories of our childhood, where we united with friends and cooperated to achieve victory.

游览至小镇的尽头，来到甜筒很滑板厂，听说最近四小福的团宠奶昔大哥迷恋上了滑板，快来和这位呆萌滑手较量一下。还有童年挚爱游戏“跳房子”，瞬间勾起我们心中那段与小伙伴团结合作争取胜利的童年回忆。
design McDonald’s brand identity visual Brand Design
In the main venue of the theater, we recreated the 90s McDonald's retro party house. With childhood memories of the apple tree, the McDonald's uncle bench, birthday party favors, brick and wood-colored floors, mosaic walls... For us who celebrated birthdays at McDonald's, we were the happiest kids in the world.

在剧场主场馆，我们复刻了90年代麦当劳复古派对屋。童年的苹果树、麦当劳叔叔长椅、生日周边玩具、砖木色地板、
麦赛克墙面……在麦当劳过生日的我们，都是这个世界上最幸福的小孩。
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
On October 8, 1990, the first McDonald's in mainland China opened at the Guanghua Building on Jiefang Road in Shenzhen, becoming a childhood sanctuary in the hearts of countless Shenzhen residents. To commemorate the long years that McDonald's has accompanied us, we used 40,960 LEGO pieces to recreate a photograph of the Guanghua restaurant taken with a film camera. Within this old film photo, we have hidden details and Easter eggs, blending the M logo from 33 years ago with the theme of BFF Friendship McDonald's, hoping that through this LEGO artwork, everyone can experience a connection to the past, linking the McDonald's of 1990 with the present you.

1990年10月8日，中国内地第一家麦当劳在深圳解放路光华楼开业，成为无数深圳人心中的童年圣地。为了纪念麦麦陪我们走过的漫长岁月，我们用40960块乐高，还原了一张用胶片相机拍摄的光华餐厅。在这张胶卷老照片里，还暗藏了我们设置的细节彩蛋，33年前的M logo与BFF友谊麦岁的主题融合，希望大家通过这幅乐高作品，收获一场与过去时光的联结，联结1990的麦麦和现在的你。
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
We have extended McDonald's playful DNA to the McDonald's BFF Town, planning a complete set of interactive experiences with stamps and designing a series of merchandise to fully immerse everyone in interactive engagement at the town.

我们将麦门的“会玩”DNA延续到了BFF麦麦小镇中，为小镇策划一整套集章互动体验，并设计了系列周边礼品，让大家在此全身心的沉浸交互。
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
design McDonald’s brand identity visual Brand Design
"BFF Friendship McDonald's Years" represents the consistent companionship of McDonald's. We have endeavored to integrate the essence of "companionship" into every corner of the McDonald's BFF Town, allowing everyone to create new memories and stories in the silent background music.
“BFF友谊麦岁”，代表麦当劳始终如一的陪伴，我们尝试将“陪伴”的内核融入在BFF麦麦小镇的各个角落，让大家
在无声的BGM中，创造新的回忆故事。
McDonald's BFF TOWN | NYGDESIGN
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Shenzhen, China

McDonald's BFF TOWN | NYGDESIGN

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