INdesign GROUP丨充满美式摩登美学的麦当劳甜品站

“Ice cream car ” 、“ cream ”、“ straw ”，INdesign设计团队捕捉到一切关于甜品的元素联想，将甜蜜感和都市食客的柔软内在拟化到马卡龙色主导的整体空间架构中，营造出与麦当劳甜品相匹配、甜蜜属性与摩登气质兼备的场所。

“Ice cream car”， “cream” and “straw”， INdesign team captured all the elements of the dessert Association， integrated the sweetness and the softness of urban diners into the overall space structure dominated by macarone， and created a place matching McDonald’s dessert， with sweet honey attribute and modern temperament.

最终的空间呈现出一种场景沉浸式的设计美学。在夜晚，朦朦胧的霓虹灯效和巨型“M”几何形状LOGO的使用共同营造出一种魔幻的超现实场景。摩登时尚又充满美式浪漫感的设计打破了人们对于麦当劳甜品站的固有印象，使定更年轻的品牌定位与情感主张直击人心。

The final space presents a kind of scene immersion design aesthetics. At night， the dim neon effect and the use of giant “m” Geometric Logo create a magical surreal scene. The modern and romantic design breaks people‘s inherent impression of McDonald’s dessert station， and makes the younger brand positioning and emotional proposition directly hit people‘s hearts.

正如具有创造性的甜品总是让顾客感到甜蜜和惊喜，在这里甜品是一切灵感的源泉。我们将兼具趣味性、装饰性和奇思异想的元素与挑战传统的形式结合在一起，融入到空间语言。

Just as creative desserts always make customers feel sweet and surprised， desserts are the source of all inspiration here. We combine the elements of interest， decoration and fantasy with the traditional forms of challenge and integrate them into the space language.

例如以吸管和冰淇淋为灵感的霓虹灯管，以及形似冰淇淋车的吧台，“ 冰淇淋流动 ” 的立面效果，ice cream 元素在整体空间内无处不在。

For example， the neon tube inspired by straw and ice cream， and the bar shaped like an ice cream truck， the facade effect of “ice cream flow”， ice cream elements are everywhere in the overall space.

为了表现“水果”元素不规则的轻盈感，吊灯的设计依靠了3D打印技术实现。灯光从细节丰富的3D镂空打印壳中渗出，就像是一件雕塑艺术品。

In order to express the irregular lightness of “fruit” element， the design of chandelier relies on 3D printing technology. The light seeps out of the 3D openwork printing shell with rich details， just like a sculpture work of art.

麦当劳的“首席快乐官”——麦当劳叔叔（Ronald McDonald）也惊喜地出现在空间场景中。作为除圣诞老爷爷外最受儿童欢迎的IP形象，他友好、风趣、有亲和力，吸引小孩子和顾客们在消费的同时拍照打卡。顾客还可以坐在麦当劳叔叔的长椅上，等待他们的甜品。

McDonald’s “chief happiness officer” – Ronald McDonald also surprised to appear in the space scene. As the most popular IP image for children besides Santa， he is friendly， funny and friendly， attracting children and customers to take photos and punch cards at the same time of consumption. Customers can also sit on McDonald‘s uncle’s bench and wait for their dessert.