麦当劳的 “McVillage”

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新颖的麦当劳餐厅儿童活动区。这是 UXUS 为麦当劳设计的一个儿童活动区,整个活动区由一些”别墅”,”村庄”等活动场景组成。每一个场景代表了食品在最终到达饭桌之前所经过的旅途的某个阶段,它们的旅途开始于“农场”,然后是“市场”,最终结束在“厨房”。在这里孩子们可以选择扮演某个角色,然后完成某个故事。这种形式即放松了孩子的身体,也激发了孩子的想象力,还正面传达给孩子们一些关于食品的信息。

以下是设计事务所提供的项目简介:

McDonald’s commissioned UXUS to create an inspiring children’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 restaurant no bigger than 20sqm in space. The entire McDonalds project is a spatial application of graphic design. The aesthetic is playful, yet visually sophisticated, designed to enhance the overall atmosphere of the restaurant and please both the parents and children.

The experience consists of a series of “Cottages” with simple activities where kids can stimulate their imagination and “cook” up their own stories and games; a make-believe McDonald’s “Village” or simply put “The McVillage”.

The use of images instead of words transcends those barriers associated with different geographical areas and children’s ages.

Each “Cottage” represents a phase of the journey food goes through before finally arriving at the dinner table. Their journey starts at the “Farm”, goes to the “Market” and finally ends up at the “Kitchen.”

The Cottages are designed to house simple activities that will engage children in a physically playful manner, communicating to them a positive message about food in a fun and stimulating way. Special attention was paid to use durable materials to withstand the heavy usage; they also needed to be nontoxic and the vibrancy of the colours last. Through the use of mostly graphics combined with selected 3D play elements UXUS created one story which seeks to capture their imagination by presenting scenarios in which they become the “character” of a certain activity: Chefs in the Kitchen; Clerks at the Market; and Farmers at the Farm.

With the budget set at €150.000 and the scheduled to roll out in ’09 the McVillage is a unique complement to the restaurant experience. An all-enveloping experience mainly brought to life through large collage inspired illustrations for children to cook up their stories.

 

设计事务所 UXUS
地点 荷兰
设计师 UXUS
面积 20 m2
摄影 Dim Balsem

 

 

 

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地点: 荷兰