麦当劳全球营收普遍下滑，为了改变其品牌形象，以多样化的潮流面貌赢得更多的用户，麦当劳在全球各地进行了试点改造，中国的香港和北京亦有店铺被焕然一新，以差异化的面貌吸引顾客。

这次为大家介绍的案例位于法国巴黎香榭丽舍大街，作为麦当劳在当地的旗舰店，设计师采用了激进的现代式设计，融合了当下最新的技术，为用户提供便利性与高品质两者兼得的体验感。混凝土，金属网，色彩绚丽的光盒，定制的家具，以及向街道开放的大面积玻璃橱窗，让这个全新的店面重获注目与吸引力。

On this new project, McDonald’s has entrusted me with designing its flagship restaurant on Avenue des Champs-Elysées. This unique project came about as a result of a new study carried out over two years on the major changes of our time, the integration of new habits and new technologies. A radical and resolutely modern approach that affords clients of the Champs-Elysées location a high quality setting and convenience of use on two levels inside, and on the new deck, outside. The restaurant’s configuration is based on contrast between light and materials. Simple and appropriate materials such as concrete, sheet metal and metallic netting contrast with a spectacular accumulation of light boxes, a permanent installation that gives structure to the volumes. The installation can be seen from the street through the wide picture window. Lastly, a set of furniture specially designed for the restaurant coupled with great attention to detail ensures architectural cohesion and accentuates the sense of openness and lightness. A truly novel place where the person can take his place back in this space that is more pared down, more functional and more welcoming.

Photography by Renaud Callebaut Light box visuals by SND & Frank Hülsbömer