McDonalds McVillage
McDonald’s commissioned UXUS to create an inspiringchildren’s activity area for kids under 7 years of age, bringing the theme of“what I eat, what I do” to life. The concept embodies an inspiring, playful,educational and entertaining area within a McDonald’s restaurants no biggerthan 20sqm in space. The entire McDonalds project is a spatial application ofgraphic design. The aesthetic is playful, yet visually sophisticated, designedto enhance the overall atmosphere of the restaurant and please both the parentsand children.
The experience consists of a series of “Cottages” withsimple activities where kids can stimulate their imagination and “cook” uptheir own stories and games; a make-believe McDonald’s “Village” or simply put“The McVillage”. The use of images instead of words transcends those barriersassociated with different geographical areas and children’s ages.
Each “Cottage” represents a phase of the journey foodgoes through before finally arriving at the dinner table. Their journey startsat the “Farm”, goes to the “Market” and finally ends up at the “Kitchen.”
The Cottages are designed to house simple activitiesthat will engage children in a physically playful manner, communicating to thema positive message about food in a fun and stimulating way. Special attentionwas paid to use durable materials to withstand the heavy usage; they alsoneeded to be nontoxic and the vibrancy of the colours last. Through the use ofmostly graphics combined with selected 3D play elements UXUS created one storywhich seeks to capture their imagination by presenting scenarios in which they becomethe “character” of a certain activity: Chefs in the Kitchen; Clerks at theMarket; and Farmers at the Farm.
The experience consists of a series of “Cottages” withsimple activities where kids can stimulate their imagination and “cook” uptheir own stories and games; a make-believe McDonald’s “Village” or simply put“The McVillage”. The use of images instead of words transcends those barriersassociated with different geographical areas and children’s ages.
Each “Cottage” represents a phase of the journey foodgoes through before finally arriving at the dinner table. Their journey startsat the “Farm”, goes to the “Market” and finally ends up at the “Kitchen.”
The Cottages are designed to house simple activitiesthat will engage children in a physically playful manner, communicating to thema positive message about food in a fun and stimulating way. Special attentionwas paid to use durable materials to withstand the heavy usage; they alsoneeded to be nontoxic and the vibrancy of the colours last. Through the use ofmostly graphics combined with selected 3D play elements UXUS created one storywhich seeks to capture their imagination by presenting scenarios in which they becomethe “character” of a certain activity: Chefs in the Kitchen; Clerks at theMarket; and Farmers at the Farm.
