An as-yet-unnamed digital printer has been tasked with producing a luxe limited edition box to mark the ‘unexpected pairing’ of fashion designer Julien Macdonald OBE with fast food chain McDonald’s UK.
The eyebrow-raising collaboration between McDonald’s and the flamboyant designer, renowned for creating glamourous red carpet attire, launched today at the McDonald’s restaurant in Leicester Square, London. McDonald’s itself described the collaboration as “an unexpected pairing”.
The black, gold and silver limited edition box, with a print run of 1,000 is part of the promotion surrounding the launch of its Signature Collection of gourmet burgers. The box format is the same style as the chain’s familiar burger box.
McDonald’s described the boxes as featuring “Crystal detailing, embellishment and bespoke digital print.”
The identity of the printer was not known at the time of writing.
A unique version of the box, adorned with crystals and studs by Macdonald in his signature style, will be unveiled at the launch. McDonald’s plans to auction it off in aid of the Ronald McDonald House Charities.
Emily Somers, vice president of marketing at McDonald’s described the partnership as being “like nothing we’ve ever done before”.
She said: “This is our first ever UK packaging collaboration, it’s a brave and exciting move and it’s like nothing we’ve ever done before.
“To partner with such an iconic designer as Julien Macdonald is fantastic, and his beautifully designed star-studded box complements The Signature Collection perfectly and is a great way to mark our nationwide launch of The Signature Collection.”
Signature Collection burgers have been on trial at certain restaurants, and McDonald’s plans to roll them out to more than 900 outlets by the end of the year. The range is served in “stylish black packaging”, with fries also in a matching black carton.
The special limited edition Julien Macdonald boxes will be handed out to "lucky ticket holders" at a series of regional events during August and September, with customers urged to check local media for further details about how to apply.
McDonald’s Restaurants Regional Showcase Events
29 August – 190 High Street Exeter
30 August – Fabian Way Swansea
31 August – 40 Southgate, Bath
1 September – 2 Wigston Road, Coventry
4 September – The Arndale Centre, Eastbourne
5 September – 92/94 Week Street, Maidstone
6 September – Westway Chelmsford
7 September – 70/72 Boundary Road, Norwich
8 September – 35/39 High Street, Kettering
11 September – Great Homer Street, Liverpool
12 September – Picadilly Gardens, Manchester
13 September – 38 Butt Lane, Leeds
14 September – London Road, Edinburgh
15 September – Metro Retail Park Gateshead