McFancy - fast food with a twist of luxury

Burberry burger, Paul Smith Sundae, Hermes Fries

How would you sell fast food to highly desirable, influential consumers that attend
Fashion Weeks? Access agency had the answer, " We envision a cool, surprising and fun mix of concepts. First is McFancy, an upmarket temporary McDonald's store that launches at Fashion Weeks around the globe - London, New York, Paris, Milan, Sydney, Hong Kong. McFancy is part art installation, gathering spot and, of course, a restaurant that offers a traditional McDonald's menu but packaged in a way that makes a playful yet stylish."

Chanel burger, Gucci fries

I think they should explain the product concept further like what Amy Moss, McFancy packaging designer, does on her website called Eat-Drink-Chic. She writes "to give McDonalds food a complete makeover and re-brand the fast food giant with an aesthetic suitable for a 5 star restaurant". It's simple and easy to understand. However, I think Access agency describes the restaurant details quite well. They mention about waiters in tuxedos, silver service, private dining areas, and packaging co-created with the fashion brands that present at Fashion Week - Paul Smith sunday, Burberry burgers.. which at first I thought  it was creme brulee because there's Chanel burgers and I thought they only have one kind of burger.

Restaurant Interior, insert: Private Dining Room

In this article, Access agency also gives eye-catching 3D interior images, it looks elegant and modern. However, I think it will be much better if they also update their article with real interior images, which taken during the Fashion Weeks to support their interesting description about the interior design: a central bar area providing a dramatic focal point, the ceiling is constructed from stretched fabric, ribbed to provide articulation and define zones and many more. Readers would like to see how the final execution looks like so that they can compare the 3D images with the real ones. It will give credits to Access agency as well if the have a successful execution as potential clients would acknowledge them as an agency who is not only good in designing but also in making it into realization.

http://www.access-agency.net/mcfancy

http://www.eatdrinkchic.com/post.cfm/mcfancy