As Mauk Design’s largest project yet, the McDonald’s World Wide Convention brought on a major opportunity to assist with multiple aspects of the franchisee show. Beginning with the 750.000 sq.ft. floor plan layout, the designers were also responsible for all the common areas, including the branding of two main lobbies, eating areas, a large center stage, meeting places and bus signs, along with many large corporate exhibits.
After the firm’s success at the biennial World Wide Convention in 2012, Mauk Design was asked to return to design seven of the major corporate exhibits at the show, along with many of the public spaces. Drawing from the client’s specific needs for each space, all areas had a personality of their own that worked to communicate key points in a visual manner. Mauk Design was also enlisted to lay out the master floor plan of the exhibit area, concentrating on experience and flow through the 500,000 sqft space.
The Place and Promotion exhibit is comprised of five distinct areas that function together to tell a story. A layered cut-out letter wall reveals glimpses of the booths’ contents to attendees, while dramatic walls divide the rest of the spaces inside.
Areas include an entrance theatre with a sound and light show, Areas of the World studios for selection of new restaurant designs designated by region, a retail experience quiz game, an area to promote digital use of modern social networking media, and the family experience area to familiarize franchisees with all McDonald’s has to offer families and children.