Amy Moss of Eat. Drink. Chic has me marveling over her packaging design with Access Agency and photographer Marija Ivkovic. McFancy is a new way to make even someone like me want to dabble in the joys of what could be “McDonalds”. The over all concept from Access Agency was a delight to read about. See for yourself:
“Today’s demanding consumers expect even their beloved, favorite brands to step up their game. Many run-away online successes of offline brand “stunts” attest that consumers expect, and get really excited about, experiences that are unusual, fun, thought-provoking and emotionally engaging. With the power and immediacy of social media, surprising offline events and stunts have now turned into truly powerful promotional tools.
For McDonald’s, 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 nod to the lifestyle of the highly desirable, influential consumers that attend Fashion Weeks.”
This is a hugh step for the marketing master minds of the millennium. Hard to believe where we were, and now where we are going. This is something to keep our eyes on.


