McDonald's teams up with a fashion icon to unveil luxe burger box
The box was designed for McDonald’s Signature Collection.
McDonalds UK has announced its pairing with fashion industry icon, Julien Macdonald OBE, to unveil his interpretation of a luxe burger box for McDonald’s Signature Collection.
Julien Macdonald OBE was commissioned to design creations for The Signature Collections, which embody luxury and feature crystal detailing, embellishment and bespoke digital print, along with McDonald’s Golden Arches, at the Signature Collection premiere event in its flagship Leicester Square restaurant.
“I drew inspiration from my fashion creations and iconic embellished red carpet dresses. This was translated into a gold baroque crystal encrusted box, which is the perfect packaging for the luxury McDonald’s Signature Collection burger,” said Macdonald.
The Signature Collection has been on trial in selected restaurants, and will now be available in over 900 McDonald’s restaurants across the UK by year-end.
The Julien Macdonald boxes will be in a limited run of 1,000 and only available at a series of McDonald’s showcase events around the UK. One special box will be unveiled at McDonald’s Leicester Square restaurant, and opportunities will be explored to donate proceeds of its auction to the Ronald McDonald House Charities (RMHC).
Emily Somers, vice president of Marketing at McDonald’s said, “This is our first ever UK packaging collaboration, it’s a brave and exciting move and it’s like nothing we’ve ever done before. To partner with such an iconic designer as Julien Macdonald is fantastic, and his beautifully designed star-studded box complements The Signature Collection perfectly and is a great way to mark our nationwide launch of The Signature Collection.”
The Signature Collection was designed for McDonald’s by the Chefs Council, led by McDonald’s UK director of food development Duncan Cruttenden.
