Image + Branding, Spaces & Places
Rock & Roll McDonald's, Chicago
Our Version of the Golden Arches
New prototype design for a fast food giant in an urban setting uses its golden arches logo in plan to define the glassed in seating area versus the enclosed kitchen. The logo in the shape of the building is thus easily identifiable from the neighboring high rises while the structure maintains a more subtle presence at street level. The back end of the site has a suspended shallow barrel vaulted roof structure protecting new retail spaces and parking at grade while covering a rooftop garden, seating and multifunctional area above the street level offering protection for the patrons and some screening of street level traffic noise. The emphasis of the layout of the project at street level was to maintain the urban texture by wrapping centrally located parking and below grade garage entrances with additional income producing leasable retail spaces.