Reinventing McDonald's for Fashion Week 2010

First, we give credit where it is due, and a big hats off to the Bill Tikos and the rest of The Cool Hunter blog as they launch Access Agency, a transformative marketing and creatives agency. Here is something they’re doing for McDonald’s.

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. [Access Agency]

The goal for this campaign is to incite virality by putting McDonald’s in a “proper context” within the dozens of Fashion Weeks come 2010.

Luxury and fashion: they go hand in hand. To anyone who’s ever read Deluxe: How Luxury Lost Its Luster (Dana Thomas) you can see where this campaign is going. At the very heart of fashion week is an event where at one point, anybody will tire from the high rise cocktail glasses and bite sized dishes. There’s always room for some comfort food, but it is the perception of fitting in that tells people to double back. Serve your McDonald’s fries in a Chanel paper bag and you’ve solved the problem.

Hats off to Access Agency.

Have something to tell us about this article?
Let us know

or Comment Below

Gaming Trailers

More Like This
Fractured Online | Early Access Launch Trailer
Latest Trailers
Disney Heroes | Battle Mode Animated Trailer

Got a tip?

Let us know