A Speculative design for future McDonald's
i'm lovin' it
Type
Individual Design
Personal Project
Speculative Design
Time
07/2021, Year 3
Location
Beijing, China
Rhino
/Adobe Photoshop
/Adobe Illustrator
Tools
Overview
i'm lovin' it is a speculative design project for McDonald's in the future, where entertainment, knowledge, experiences and even emotions are sold as fast-food products, consumed in the form of nutrition admixture and directly "eaten" into people's brain through brain computer.
Welcome to
McDonald's History Museum
(1948--2100)
McDonald's history museum is an exhibition of the historical development of McDonald's, the product area of which expanded from fast-food meals to fast-food culture products with the evolution of brain computer technology.
Ever since the first product series of fast-food nutrition admixture came out in 2050, McDonald's has been devoted to develop all kinds of fast-food culture products to satisfy our customers with more gratifying, specialized and easily-acceptable experience.
At the end of the century, McDonald's Mood Lab series is finally available now, which provides customers with an access to all kinds of emotions without the need to do the corresponding matters. Therefore, McDonald's organized the exhibition, to memorize the path we have been through during the past years.
Fast Food Meals (1948)
In 1948, the American brothers Richard and Morris Macdonald closed the old-fashioned restaurant and reopened it in a different way. This is the first McDonald's on the side of the road in San Bernardino, California.
The restaurant has changed the traditional way of serving meals. The foods sold, such as hamburgers, fried foods, and even drinks such as milkshakes and sodas, are all sold in paper packaging. In addition, the restaurant also uses a simple and repetitive flow process to make food. In this way, a new type of fast food was born on the basis of reference to industrial assembly lines and commercial kitchens. With its emergence, a new way of life also spread to all parts of the United States, and later affected the entire world.
Fast-Food Culture Products (2050--2100)
With the evolution of brain-computer technology, McDonald's started to open up a new field of "fast food", which was "eaten" into the brain instead of the mouth. The fast-food admixture containing diverse contents including Set Menu (The finished products from 2050), Custom Built Hamburgers (The custom-made series from 2070) and Mood Lab （The emotion perfume series newly listed recently) is consumed into customer's brain through the hamburger-shaped brain computer, enabling them to get entertainment, knowledge, experiences or even emotions directly from the products.
Set Menu (2050)
As soon as the Set Menu series launched in 2070, it sparked a flurry globally where people could learn knowledge, watch drama serieses, play video games and even take all kinds of experiences just by intaking specific admixture through brain-computers, which has been bringing a revolutionary transformation to the lifestyle of the mankind, making it easier, quicker and more efficient for people to input everything.
"Why not watch/ play/ learn/ experience it more easily?"
Drama Soup
Gameboy Coke
Memory Bread
Cloud Diner
Custom Built Hamburgers (2080)
In order to meet with people's needs for more fast food products that cater to their taste better, McDonald's devoted great effort to push for the futher development of brain-computer data fetching and AI technology, which finally led to the birth of Custom Built Hamburgers series in 2080.
The name of which memorizing the earliest slogan of McDonald's, Custom Built Hamburgers grab what you are thinking from your brain, analyze what you want, and thus produce personalized contents with the support of our huge database. Instead of the old-styled analyzing-recommending mode, we directly read your taste form your brain and produce brand new fast food for you that you definitely love.
"Read your taste
And be your love"
Mood Lab (2100)
In the past 20 years, the Set Menu series and Custom Built Hamburgers system has been growing more and more sophisticated. However, are those really the end of our struggle to provide our customers with more satisfactory fast food? Can we make it even easier for them to get what they want?
Through years of exploration, Mood Lab series is finally born at the end of this century, which provides you with a direct access to all kinds of emotions without the needs to generate them from doing corresponding things. Served as perfumes, the product can be put into specialized admixture to adjust the concentration of the mood you feel.
"i'm feelin' it"
"Welcome to McDonald's History Museum!"
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design process
Background
We are now living in a fast-food age, where crash courses, TikTok, and random datings replace paper books, literary films and life-long love. All the information we receive and the entertainment we take are becoming increasingly pipeline-produced, crudely-made, adulatory and addictive, which is gradually stoling our time, killing our critical thinking and eliminating our willpower.
THus
how might we explore the ways people gains knowledge, entertainment, expierences or even emotions in the future by considering the new media form brought by Brain-Computer Interface and the evolution of social conditions, and thus reflect on the fast-food culture nowdays?
Road Map
Concept Development
What if
knowledge, entertainment, experiences and emotions are really served in fast food restaurants in the future, "ate" into our brain through brain-computer interface just as we consume food nowadays?
I grabed the interesting similarties between the real fast food industry and the so-called fast-food culture nowadays throughout the whole process, and thus speculate a future McDonald's where fast-food culture really becomes fast food in the "restaurants".
Outcome
Reflection
How might we apply the outcome of the speculative design in the future to the reality in the present, thus rise the reflection of the public over the fast-food culture?
Fast-Food Culture Products
Hamburger Brain Computer
fast-food nutrition admixture
Set Menu Series
Custom Built Hamburgers Series
Mood Lab Series
2100
2021
McDonald's
Window Display
Build small museums of future McDonald's in some of the restaurants as an interactive window display
Package of Food
Combine the design of Hamburger Brain Computer with the packages of hamburgers
Package of Drinks
Make the design of fast-food nutrition admixture into true packages of drinks
Happy Meal Toys
Provide happy meal toys in the shape of different colors of hamburger brain computers
Advertisements
Use advertisements to both promote the activity and rise the reputation of the brand
Split
X
" Let fast food stop at meals"
Fast Food
Culture
/
Enjoy your meals at
Offers you great books
I decide to builds a brand linkage between McDonald's and amazon. An activity where reading free e-books provided by Amazon and exchange for free meals in specially made packages is involved, along with a series of advertisements and window displays. Therefore, we inspire the awareness of the public to reflect on fast-food culture nowadays and bring financial and repetitional benefits to both the brands.
Activity Design
1/ Read free e-books specially selected by amazon!
Upon finishing reading each of the specially-selected e-books provided free by Amazon, users will get points to fill in the nutrition package.
2/ Visit the window displays of
fast-food culture products!
Window displays of fast-food culture products will be arranged in most of the cities, people can visit them and learn more about fast food culture in the future.
3/ Share the activity on social
media and let more people know it!
You are encouraged to share anything about the activity on social media, including the books, the window display , the videos and the special meals with the tag #Let fast food stop and meals# to earn more points.
4/ Exchange for special meals and toys with
your package filled!
