McDonalds UK has partnered with fashion industry icon, Julien Macdonald OBE, to unveil his interpretation of a deluxe burger box for McDonald’s Signature Collection, its range of gourmet burgers.
Macdonald has dressed A-list stars including Jennifer Lopez, Gigi Hadid, Bella Hadid, Taylor Swift and Kim Kardashian.
Only 1,000 bespoke boxes have been created; they will only be available at a series of McDonald’s showcase events around the UK. One special box, embellished by Macdonald himself, was unveiled in McDonald’s flagship Leicester Square restaurant on August 23rd – the plan is to auction it to raise money for the Ronald McDonald House Charities (RMHC).
Fans can get their hands on very limited numbers of Julien Macdonald’s McDonald’s box by signing up to one of a series of McDonald’s showcase events around the UK. Entry details are available at www.mcdonalds.co.uk/signaturecollection
Julien Macdonald says: “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
The Signature Collection has been on trial in selected restaurants, and will be available in over 900 McDonald’s restaurants across the UK by year-end.
Emily Somers, Vice President of Marketing at McDonald’s, adds: “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.”
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 McDonald’s 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.
