We are used to talking about design as a tool for solving certain aesthetic or functional tasks, and we have long understood that it is capable of beautifying and making life easier. But in the modern world, design becomes a tool for forming new conceptual and communication relations. Large companies are aware of this, and they are increasingly engaging designers to solve future problems.
Sana Shevchenko
For the most part, it is no longer designers who convince customers that design is a "charged weapon". The most progressive customers themselves understand that without creative tools it is impossible to create a competitive product that will be able to compete for the attention of consumers in the near future - even if you are doing well now.
Paola Navone, designer, author of the project
Floor: Casalgrande Padana
"McDonald's near the train station" - in aesthetes, this phrase can cause inner hysteria. But from now on only not for Parisians and guests of the French capital. After all, at the beginning of this year, the loudest collaboration of mass culture and high design was the renovation of the oldest McDonald's in Paris opposite the Austerlitz train station. It was the managers of the Parisian fast food restaurant Ms. Donald's who first understood: the speed of time requires an immediate response to the "stopping of the popularity of speed", as it sounds paradoxically. French managers of MsDonald's, as true visionaries, were probably the first to see the terrible specter of customer churn. But they decided to act radically. Radical, but in French.
Ms. Donald's was decided to give additional charm. In fact, this beautiful story began with modifications of eateries in six other French cities: Chatellerault, Avignon, Faery, Gaillard, Bordeaux and Rennes. Each of them has its own style.
Floor: Casalgrande Padana
But the Parisian restaurant became the most designer, if you can say so.
"...A white and light room, where the space is defined by a chromatic scale that changes between white, gray and aqua shade. Various textures are arranged in such a way that they do not repeat themselves. I wanted to recreate the environment of a house where all the rooms are unique and decorated with colorful furniture that stimulates a good mood," says Paola Navone poetically about her new project. But she considers this work extraordinary for her. Still! Navone is undoubtedly a style icon, her projects are the embodiment of "sensual minimalism". Paola is the art director of such well-known companies as Gervasoni (upholstered and garden furniture), Baxter (leather furniture), VeryWood (HoReCA furniture), Reichenbach (porcelain), Egizia (glass decor). Among the brands cooperating with Navone are Molteni, Natuzzi, Roche Bobois, Swarovski, Abet Laminati, Poliform, Alessi, Knoll, Crate & Barrel, Barovier & Toso. In addition, Paola released a wallpaper collection for NLXL. Therefore, it is clear that after the "high" brands and the corresponding degree of appeal to the public with discerning taste, in this case it was necessary to speak to a slightly different audience. However, Paola did it so gracefully and casually that, apparently, she did not have to betray herself.
"McDonald's near the train station" - in aesthetes, this phrase can cause internal hysteria
In the interior of MsDonald's, Paola used her favorite techniques and colors: non-standard furniture, undulating compositions of different-sized chairs and tables with unique tabletops, optical illusions with "spatial hooks" of attention - mirrors in "picture frames" and accent orange hangers-fish. which seem to emerge from the ocean of turquoise waves combined with gray. You will certainly immerse yourself in friendly relations with the atmosphere of the interior, because it is impossible to remain indifferent to this open and cheerful space. Lightness was the result of painstaking three-year work.
So, I wonder how far the French changes can go in the permanent system of the global American franchise? According to Monsieur Cyril Aerol, the design director of McDonald's France (it turns out that there is such a position!), Of course, no one intends to gradually transform McDonald's into high French cuisine, but certain principles of the approach to customers will be modified. For example, currently the change in appearance is taking place in parallel with the digital evolution: terminals for ordering, geolocation service and others.
Lamps: Martinelli Luce, Gervasoni
Today, design is a way of thinking whose powers have long gone beyond the material world
In an exclusive commentary for PRAGMATIKA. MEDIA Monsieur Aerol noted that the initiator of this progressive idea was Jean-Pierre Petit, the former CEO of McDonald's, who was always looking for new trends and explosive concepts to promote the brand in France. Here is a short interview with Monsieur Cyril Aerol.
Cyril Aerol, Design Director of McDonald's France
Why do you think this idea was implemented in France? Is it possible to implement such a project, for example, in the USA?
The peculiarity of the French territory and mentality, the principles of our existence of establishments in more than 1 municipalities of France, which also have their differences, force us to look for a differentiated approach from restaurant to restaurant and from city to city. That's why all our projects are different. For example, in Rennes, the colors representing the Brittany region were chosen for the McDonald's restaurant. Currently in our catalog there are 000 design and decor options made by four different designers. Regarding the likelihood of such a project in the US: there are no plans to roll out this approach, intended for the European market, in the States.
Orange hangers: Custom Made on Paola Navone Design
What do you expect from this cooperation? What is the reaction of consumers?
I think Paola is literally "pushing" our customers into the updated restaurant with this creative and fun gimmick. Customers love the change and thank us every time we renovate each restaurant. Enthusiasm is even more intense when visitors see for themselves the atmosphere that Paola has created. New impressions and an amazing interior undoubtedly provoke a desire to return to such an institution more often.
Humanity needs new technologies and new medicines, but not new models of chairs. It is better to remember those that have already been created
In your opinion, is the design able to change the consciousness or even the category of the public of McDonalds restaurants?
McDonald's is for everyone: regardless of age, wealth or appearance. That's why our slogan is Venez comme vous êtes ("Come as you are"). We do not need to change our audience, because 8 out of 10 French people come to McDonald's, for us this new decor is rather a way to adapt to it and follow the visitor in his tendencies and desires to always renew.
Paola Navone once said in an interview: "Humanity needs new technologies and new medicines, but not new models of chairs. It is better to remember those that have already been created. I know how to look at the old and well-known with an unsmiling look." And she really knows the secret of how to "refresh" a person's relationship with a subject, an object, or a whole concept, which in this case tells us not just about the new interior of food establishments, but about the change of a whole layer of attitude towards "fast food".
Prints on walls and countertops: Abet Laminati Digital Print
This is a collaboration that has a deep meaning. It turned out that Paola Navone and McDonald's share the same values - friendly affection, simplicity and openness (Paola noted that this became obvious from the very first meeting with the team, and the implementation of the project was a pleasure for her). Values that the designer managed to express in the decor. The atmosphere has been designed to be both contemporary and unexpected with the desire to create an inspiring place where you immediately feel good. But in addition to eye candy in the form of design, you will certainly be pleased to enjoy traditional croissants and macaroons here - this is the Parisian MsDonald's!
So, if you don't go to the design consciously, the design comes to you, even if you just ran in for a quick snack at Ms. Donald's.
And this is a clear proof that today design is not just objects or objects. Not only a way to make everything around more beautiful or more convenient to use. Today, design is a way of thinking whose powers have long gone beyond the material world. After all, he is really able to change the surrounding reality and its perception by a huge number of people. What had to be proved.
