Julien Macdonald designs luxury burger box for McDonald’s

Barbara Santamaria

Опубликовано
23 авг. 2017 г.

McDonald’s famous burger boxes are getting the designer treatment in partnership with Julien Macdonald. The Welsh fashion designer has created an elevated look for the fast food chain’s gourmet burger range, the Signature Collection.

This is McDonald’s first foray into the world of luxury and fashion, although the famous golden arches inspired Moschino’s FW 2014-15 collection.

Popular among A-list celebrities for his embellished red carpet gowns, Julien Macdonald was commissioned to translate his glamorous aesthetic into a luxe burger box. The result is heavily embellished box featuring crystal detailing, bespoke digital print and of course, McDonald’s trademark golden arches.

“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,” commented the designer.

Only 1,000 boxes will be available at a series of McDonald’s showcase events around the UK, while the burger range The Signature Collection will launch in over 900 restaurants by the end of the year.

Emily Somers, Vice President of Marketing at McDonald’s commented: “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.”