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Steve Leung Design Group and Mcdonald's Debut a Milestone For Immediate Release Steve Leung Design Group and McDonald’s Debut a Milestone Design Collaboration Presenting McDonald’s CUBE Flagship Restaurants in Chengdu and Shenzhen McDonald’s CUBE Flagship Restaurant in Shenzhen (Hong Kong, March 03, 2021) – Steve Leung Design Group (SLD) proudly announces its debut collaboration with McDonald’s, the world's leading global foodservice retailer, unveiling the brand new “CUBE” design and the CUBE flagship restaurants recently opened in Chengdu and Shenzhen. Inspired by our childhood memories when, as kids, we would eagerly unpack the iconic Happy MealTM to unravel a magic box full of yummy food and fun surprises, SLD team cleverly integrates the cubic elements of the signature cardboard box and childhood memories into the interior design, skillfully presenting a playful setting that showcases the joyful dining experience at McDonald’s. Cube, Warm Colours and Hidden Smile: CUBE’s Three Key Design Elements The new design scheme is named “CUBE”, derived from the concept of Cube, which is one of the three key highlights of the overall design. The signature cubic design of the flagship restaurants shaped in a three-dimensional space formed with multiple planes. SLD team reconstructs the modular square, adapting the elements of square and cube into different combinations of space, to reveal endless possibilities, flexibility and adaptability. CUBE's innovative design transforms the sweetest memories of our childhood into a physical space, presenting the McDonald’s joyful and heartwarming face, and providing a unique experience and sociable space for people of all ages to dine, connect and share moments of carefree joy. “Warm Colours” represent the second key element of CUBE design. Inspired by signature McDonald’s catering and ingredients, SLD team creatively employs the playful selection of warm tones as CUBE colour palette in different materials, furniture and decorations. Iconic ingredients such as burger, lettuce and mayonnaise are converted into brownish red, lime green and warm grey, vividly portraying the cheerfulness of McDonald’s brings to the visitors. The interior graphic design is also defined by the same CUBE colour palette: explosive graphics in bespoke colour palette made from squares in different sizes and shades form an abstract picture of McDonald’s menu items, enriching the visual effects to shape a highly recognizable and playful space. Complemented by the vibrant instant films featuring the brand’s logo, colours and tasty food mounted on wall, it captures the happiest moments and the sweetest memories made at McDonald’s. The third design highlight, the “Hidden Smile”, represents a signature feature of the Happy MealTM. SLD team subtly incorporates rounded shape throughout the design of the bespoke decorations, furniture and lightings, creating a pleasant dining space and encouraging visitors to explore the humorous surprises in the CUBE space. CUBE Flagship Restaurant in Chengdu – 3D Urban Space filled with Heartwarming Design Opened to public in December 2020, the two-storey McDonald’s CUBE flagship restaurant in Chengdu employs the generous floor-to-ceiling windows revealing the contemporary interior setting and minimalist outlook. A striking semi-translucent staircase connects the first and the second floor, enhancing the perception of the visual space; underneath reflective textures in bright orange gently create a vibrant sense of dynamism within the space, offering visitors a place to chill and dine enjoyably. The second floor implements the overall CUBE design, featuring simple lines and minimalistic features in interior setting. Dining areas are equipped with tables, scattered seats, long tables and bar counters are divided by the semi-translucent orange-brown gradient glass in considering the various needs of visitors. Greeting guests with the tailormade furniture incorporates the iconic “Hidden Smile” shaped lines, the ingenious design creating a cozy atmosphere that exudes joyful hints of humorous surprise. CUBE Flagship Restaurant in Shenzhen – Natural Elements in Cubic Design Sharing the same three key design elements with Chengdu flagship restaurant, Cube, Warm Colours and Hidden Smile are cleverly integrated through distinctive features unique to the Shenzhen flagship restaurant. With a convenient “Drive-Thru” counter, the exterior is defined by a large full-length window outlined by an eye-catching frame in bright yellow. Inside, the McCaféTM area welcomes guests with a striking coffee cup pattern made of squares in different sizes and colours, re-proposing CUBE’s playful graphic images in portraying McDonald’s signature menu. In response to the specific characteristics of the restaurant, SLD team skillfully utilizes the entire store space by integrating CUBE design and natural elements in the outdoor area to create a warm and delightful dining environment. The dining space, pedestrian and car passages are all adorned with lush greenery and customized dark brown cubic-framed lighting, shaping an extra cozy space to dine and connect with beloved ones. - END - Photo Captions Image 1: A striking semi-translucent staircase connects the first and the second floor of the two- storey McDonald’s CUBE flagship restaurant in Chengdu, enhancing the perception of the visual space; underneath reflective textures in bright orange gently create a vibrant sense of dynamism within the space. Image 2 & 3: The second floor implements the overall CUBE design, featuring simple lines and minimalistic features in interior setting. Dining areas equipped with tables, scattered seats, long tables and bar counters are divided by the semi-translucent orange-brown gradient glass in considering the various needs of visitors. Image 4: The interior graphic design is also defined by the same CUBE colour palette: explosive graphics made from coloured squares in different sizes and shades form an abstract picture of McDonald’s menu items, complemented by the vibrant instant films featuring the brand’s logo, colours and tasty food mounted on wall to capture the happiest moments and the sweetest memories made at McDonald’s. Image 5: The “Hidden Smile” represents a signature feature of the Happy MealTM. SLD team subtly incorporates rounded shape throughout the design of the bespoke decorations, furniture and lightings, creating a pleasant dining space. Image 6 & 7: Sharing the same three key design elements with Chengdu flagship restaurant, Cube, Warm Colours and Hidden Smile are cleverly integrated through distinctive features unique to the Shenzhen flagship restaurant. Image 8: In response to the specific characteristics of the restaurant, SLD team skillfully utilizes the entire store space by integrating CUBE design and natural elements in the outdoor area to create a warm and delightful dining environment. The dining space, pedestrian and car passages are all adorned with lush greenery and customized dark brown cubic-framed lighting, shaping an extra cozy space to dine and connect with beloved ones. Download more high-res photos here: https://drive.google.com/drive/folders/1t4yAJaxRfYe2S74DIP4CjZnD-lBZd31O?usp=sharing About Steve Leung Steve Leung is an international acclaimed architect, interior and product designer born in Hong Kong, China. He has over 30 years of design experience and his works reflect the projects’ unique character with a contemporary touch, taking inspirations from Asian culture and arts. Recognised for 15 times in the Oscar of Interior Design, Andrew Martin International Interior Design Awards, Steve is the winner of Interior Designer of the Year Award 2015. “Design has the power to break boundaries.”, Steve’s philosophy leads his team in achieving unprecedented and cross-disciplinary collaborations and creating various product designs with international brands. He is also the first Asian Creative Director of YOO. Committed to giving back to the design industry and the community, Steve is currently the Past President of IFI, the International Federation of Interior Architects/ Designers, and the board member of Hong Kong Design Centre. In 2014, Steve and interior designers from Mainland, Hong Kong and Taiwan established C Foundation to foster design education and development in China. About Steve Leung Design Group Steve Leung Design Group was founded in 1997 by Mr. Steve Leung, an internationally renowned architect, interior and product designer. Our dual headquarters are located in Hong Kong and Shanghai, with branch offices in Beijing and Guangzhou. With over 500 devoted designers and professionals, we are one of the largest interior design practices in Asia. In 2018, SLD Group has been listed on the Main Board of the Hong Kong Stock Exchange (SEHK: 2262). We are recognised as the World’s No.1 Residential Design Firm in Interior Design Top 100 Giants for four times in 2016-2020, and ranked Top 20 in overall global ranking in 2020. Our top-notch designs are delivered in more than 100 cities worldwide, credited with over 210 international design and corporate awards. With “Design Without Limits” as corporate philosophy, the Group has 13 brands for diverse and specialized design services. Our architectural and interior design projects range from luxury residential projects, show flats, sales offices, club houses, hotels, restaurants and bars, commercial and office spaces, homes for the aged, schools, medical and healthcare, etc. We also collaborate with international brands for product designs including furniture, bathrooms, kitchens, home accessories and furnishing
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