Every two years McDonald’s hosts a worldwide convention in Orlando for its owner-operators, suppliers and company leaders. The purpose is to align the global enterprise and to inspire a step change in the business.
This year we were invited to create an exhibition (wedge) to present McDonald’s in an entirely new light. This included visualizing a fresh vision for the brand’s authentic purpose.
The event lasts four days only, and as such the solution needed to be erected and removed at speed, without loss of visual impact.
The design solution captivated the imaginations of the convention delegates, giving them a renewed sense of purpose and inspiring them to double-click on the most significant dimensions of the brand.
“I turned to Mark knowing that his team could move at speed and could translate our strategic vision into a beautiful and memorable experience.“
Silvia Lagnado. Executive Vice President, Global Chief Marketing Officer McDonald's Corporation