In its first ever packaging collaboration, McDonalds UK has paired up with fashion industry icon, Julien Macdonald OBE for the design of a luxe burger box for McDonald’s Signature Collection, its popular range of sumptuous gourmet beef burgers.
“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 was trialled in 2015 and following a great customer response, will be available at over 900 McDonald’s restaurants across the UK by the end of the year. The Julien Macdonald boxes will be in a limited run of 1000 and only available at a series of McDonald’s showcase events around the UK.
Emily Somers, Vice President of Marketing at McDonald’s added: “To partner with such an iconic designer as Julien Macdonald is fantastic, and his beautifully designed star-studded box complements The Signature Collection perfectly. Julien’s limited edition box is a great way to mark our nationwide comlaunch 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.