The new store replaces the original restaurant that opened in 1984, located on the corner of 45th and Broadway. Built over three floors, the restaurant is an evolution of Landini’s global format for McDonald’s.
The colourful graphic environments that became the signature for McDonald’s internationally are replaced with a quieter approach; the walls of the store decorated only with occasional abstractions of the golden arches, framing the view outside. The flagship adopts a composed yet bold approach to design, creating a calm environment of respite in contrast to the energy of the square outside. A three-story glass curtain wall provides customers with spectacular dining room views out to the beating heart of NYC, and a yellow staircase injects a pop of vibrancy whilst threading its way skywards.
Natural light is supplemented with a computerized lighting system conceived to dramatically alter the mood by day and by night. This calmer, more intimate solution delivers a relaxed night time experience for the diners and a sharper quicker one for the day. Various seating types and areas have been designed to accommodate families, groups and individuals, and table service has been introduced to improve the experience. Zinc, concrete and oak tables and benches help define these zones, challenging customer’s historical perceptions.
“The new design is aimed at offering customers a calm respite from the non-stop action of Times Square. We used a timeless material palette of concrete, stainless steel, oak and glass as a backdrop of “recognisable neutrality” promoting the service, the product, and the people who come to enjoy it.”
Wayne Cheng, Design Director at Landini Associates
Photography: Andrew Meredith