BRAND REVOLT™
From revolting to revolutionary

February 2009

Arne for Ronald

McDonald’s is rolling out a new restaurant design in London (and possibly elsewhere) that comprises a new facade, interior and a number of high-end design classics.

In amongst its new bright, friendly, warm interiors the fast-food chain is incorporating the iconic 'Egg' and 'Swan' chairs by Danish designer Arne Jacobsen (1902 - 1971). These, too, come in bright, friendly, warm colours.

Jacobsen originally designed the Egg and Swan chairs in 1958 for the SAS Royal Hotel in Copenhagen. His organic modernist forms became symbolic of a generation of successful Scandinavian designers.

It is still possible to purchase newly manufactured Egg and Swan chairs, produced by Fritz Hansen, costing from around €4,000 and €2,000 each respectively.

Why is McDonald’s filling its concept stores with such exclusive seating? Are most customers even aware that they are spilling ketchup on museum pieces?

McDonald’s recently announced plans to open 1000 new restaurants this year, and to re-furbish many existing locations.

Are the golden arches poised to become more and more relevant in a tough market and, gulp, possibly even uber-cool?

© Copyright Hira Verick, Sweden 2009