The project consists on a collection of McDonald’s branded fashion merchandise and cool objects, which has been sold in 20 store of the COIN Group, a leading Italian department store.

In particular we created a shop-in-shop corner inside them and a window.

We designed the shop as purified reinterpretations of key McDonald's restaurants elements, such as the counter, menu board and bin. The white colour was used to enhance both merchandise featuring pictos and the pictos themselves.

The categories of the branded merchandising have been selected considering Millennials interests: music, fashion, tech, free time.

The campaign has generated high press attention and the initiative has been described by major journalists as an evolution of the brand ("From fast food to fast fashion"). Fashionists highly appreciated the entering of McDonald's in the fashion world.

PR Coverage: more than 200 on line and print articles considering both national and local press; national radio news, and national TV reportages.