Following the successful debut of the first and second McDonald’s CUBE flagship restaurants in Chengdu and Shenzhen in December 2020, Steve Leung Design Group (SLD) has partnered again with McDonald’s to introduce the third CUBE flagship restaurant in Shanghai. Located at McDonald’s China brand new headquarters recently launched in October 2021, the signature design of the brand’s latest flagship restaurant soon captivated the eye of the public.
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- The flagship restaurant adopted full-height windows throughout the exterior defined by minimalist and contemporary aesthetics. Committed as a green restaurant, SLD employed Green Guard certified interior decoration materials, and integrated the automatic light-sensing adjustment and air purification system into the design. This flagship restaurant is also set to become the first McDonald’s restaurant in Mainland China to receive LEED platinum certification. Photo courtesy: SLD
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- The ground-floor plays around a theme of Magic Food Factory with a clever consideration of flexibility to present the multi-creative expressions of the signature CUBE design scheme. By adapting cubic elements into different combinations of space, the modular design explores a fresh perspective of fluidity and endless possibilities honouring the original design scheme. Photo courtesy: SLD
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- As a multipurpose venue for exhibitions and an interactive stage for performance, the warm-toned “Molten Cheese Theatre” is an iconic space where the built-in shelving paired with cheese-inspired inset seating serve as the focal point, inviting guests to immerse in the realm of magic; a projector hidden in the semi-transparent cheese-inspired ceiling lightbox can also easily transform the reading space into a family-friendly environment for arts and cultural activities. Photo courtesy: SLD
Situated on Shanghai’s West Bund, the new headquarters is also McDonald’s China Food Innovation Centre. Spanning the ground and first floors of the building, the 700 square metres flagship restaurant can accommodate over 200 customers, becoming the largest McDonald’s restaurant in Shanghai and the first to employ CUBE scheme in Eastern China. With a strong commitment to environmental responsibility, the flagship is also set to become the pioneering McDonald’s restaurant in Mainland China to ever receive LEED platinum certification, translating the space into a modern landmark that celebrates urban green living.
SLD has adapted the CUBE design developed in 2020 featuring a series of playful nods to the iconic Happy MealTM and ingeniously weaved the three key design elements: Cube, Warm Colours, and Hidden Smile, into this two-storey Shanghai flagship restaurant. The interior design vividly transforms the sweetest childhood memories experienced at McDonald’s into a physical space endowed with carefree, joyous and heart-warming touches.
In this project, considering the exclusive partnership between the McCafé brand and CITIC Books – one of the key book retail players in China, SLD skilfully introduced the bookstore and mini theatre concepts on the ground floor. Reading pleasure, theatrical performance, and savouring of artisanal coffee are combined together for the first time at McDonald’s. A multi-faceted and creative scene is provided for families to bond through a new experiential lifestyle.
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- Photo courtesy: SLD
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- The signature translucent staircase connects two floors of the flagship restaurant, enhancing the perception of the visual space. Orange-coloured mirrors underneath further affirm the cheerful balance and evoke a sense of bright, positive and energetic dynamism throughout the whole environment. Photo courtesy: SLD
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- The dining areas are divided by semi- translucent orange-brown gradient glass and polished with the exclusive colour palette of the CUBE design scheme: brownish red, lime green and warm grey, visually complement the space and anchor the warm-hearted setting. Photo courtesy: SLD
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- Two sets of U-shaped seating and the white square frame lighting fixture extended from the ceiling further highlight the key elements of the design scheme. SLD has reimagined the abstract imagery of McDonald’s menu items using squares in different shapes and sizes to achieve a highly recognizable, playful and welcoming space with rich visual effects. Photo courtesy: SLD
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- Photo courtesy: SLD
The McCafé and the main dining area on two floors generously feature vibrant and fun food theme graphic walls, with cubic art installations referencing McDonald’s signature menu. The brand’s iconic food items are highlighted in specific partitions to showcase premium coffee beans and also serve as desk lights or wireless chargers to elevate the overall dining experience. Portraying the most memorable childhood moments made at McDonald’s, the interior setting presents a cheerful, sociable space for visitors of all ages to dine and connect.
