McDonalds UK has revealed it has paired up with fashion industry icon, Julien Macdonald OBE, to unveil his interpretation of a luxe burger box for McDonald’s Signature Collection, its popular range of gourmet burgers.
Julien Macdonald OBE was commissioned to bring his undeniably glamourous aesthetic, to combine fashion and food’s finest. Julien’s unique red carpet gowns and embellished styles have cemented him as a go-to brand for A-list international talent who are often praised for their stylish choices.
Julien will unveil his creation for The Signature Collections – which is the embodiment of pure luxury and features crystal detailing, embellishment and bespoke digital print, along with McDonald’s iconic Golden Arches – at a 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,” commented Julien.
The Signature Collection has been on trial in selected restaurants, and following great customer response, 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, embellished by Julien himself, will be unveiled today 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, 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.”
The Signature Collection was designed for McDonald’s by the Chefs Council, led by Duncan Cruttenden, McDonald’s UK Director of Food Development. The Council is responsible for food development and flavour and is made up of chefs and international food specialists who have worked in Michelin Star restaurants and cooked for royalty.
The Signature Collection will be available in over 900 McDonald’s restaurants across the UK by the end of the year. Go to www.mcdonalds.co.uk/signaturecollection to find your nearest local restaurant.
A video of the collaboration here showing Julien’s design process can be viewed here: