McDonald’s features ‘Classic Spectrum’ décor at new Ruiguang Road location
By Lee I-chia / Staff reporter
Along Ruiguang Road, a major main road that runs through the heart of Taipei’s Neihu Technology Park (內湖科技園區), a new restaurant with counter seats and small hanging pendant lights by the windows has opened on the first floor of a glass-mirrored office building.
As one walks closer and the automatic sliding glass doors open, a modern restaurant comes into view. It has clean lines, but without a sterile corporate feel. Warm wood-textured furniture and soft lighting create a comfortable atmosphere that invites visitors to step inside.
As soon as one walks in, it becomes clear that the space is about more than coziness. Pops of vibrant red, golden yellow and bright green emerge from different corners of the airy room, adding a sense of fresh, playful energy without overwhelming visitors.
Photo courtesy of McDonald’s
An instantly eye-catching red bench sofa sits in the center of the open-space room, serving as the visual focal point of the restaurant, while two cheerful golden-yellow benches with vertical channel-tufted backrests sit next to it.
Both seating areas are paired with wood-textured tables with gently rounded corners and accented with brightly colored edging. Above some of the tables, oval or rectangular pendant lights cast a warm glow, painted in either golden yellow or classic red.
A dynamic mixture of high and low communal tables, bench seating, counter seating and booth seating areas, mostly in warm mid-tones, fill the remaining space, while the wood-texture tables and chairs create an overall cohesive, balanced and relaxed atmosphere.
Photo courtesy of McDonald’s
Most of the walls are painted in warm mid-tones, but one prominent wall stands out, decorated with simple geometric-shaped wall lights and layers of green in varying shades, creating a distinct, multi-layered contrast that adds depth and visual interest to the overall space.
This is McDonald’s first restaurant in Taiwan that introduces its latest global décor called the “Classic Spectrum,” created in collaboration with FutureBrand. It officially opened to the public on Sept. 21.
The “Classic Spectrum” is a bold and modern take on the global fast-food chain leader’s distinctive branding identity — iconic yellow Golden Arches set against a vibrant red background — tied together with inspiration that comes straight from the signature colors of its core products — golden yellow French fries, the brown mid-tones of a Big Mac, the rich red of ketchup and fresh green of lettuce.
Photo courtesy of McDonald’s
Two partitions creating privacy between the restaurant’s seating area and the ordering and queuing area are a quintessential example of the restaurant’s functional and thoughtful design.
The semi-transparent partitions are accented with horizontal lines in shades of tan and brown, creating a warm and inviting earthy palette. Looking closer, one may experience an “ah-ha moment” upon noticing a rugged line of green and a line of golden yellow with an inverted triangular dip caught in the middle of the shades, and the vivid image of a classic Big Mac — with its flavorful beef patties, melting cheese and crisp lettuce — comes to mind.
The clean geometric lines and color balance — overall subtle cozy shades and layers, fused with hints of the playful vibrant colors of the brand’s signature foods — create a sophisticated, yet relaxing and refreshing environment, inviting customers to “taste” the deliciousness visually before even taking a bite.
Photo courtesy of McDonald’s
Office workers in the surrounding Neihu Technology Park can order ahead using the McDonald’s mobile app to skip lines and pick up their food fast. They can also easily order using the digital self-service kiosks or at the counters. If dining in, they can freely find a seat that suits their needs for the day, whether it be a discussion with colleagues at the communal tables or enjoying a quiet “me moment” at the counter seats by the window.
During the evenings and weekends, local residents from nearby apartments can enjoy the relaxing and playful atmosphere with friends and family, sitting around the red sofa or dining booths, sharing simple good moments together. The specially designed lighting throughout the restaurant also allows customers to clearly see how delicious their meal looks while eating, and ensures food looks great in photographs without light shining straight in their face or casting weird shadows.
In addition to the overall comfortable décor, the “Classic Spectrum” still sneaks subtle fun surprises and practical design details waiting to be explored and uncovered, including a few lively illustrations on tabletops.
Photo courtesy of McDonald’s
Brenda Kou (寇碧茹), vice president of restaurant development group of McDonald’s Taiwan, said although there are different layouts and décor throughout the brand’s restaurants around the world, and local specialty items, such as the popular corn soup in Taiwan, every McDonald’s still feels instantly familiar.
Beneath those differences lie shared core elements, which include “delicious” – enjoyable, satisfying and trustworthy food backed by strict food safety and quality standards, creating simple “feel-good moments” for customers and crew alike, and making the experience convenient and accessible for all, she said.
To keep up with modern lifestyles, McDonald’s has streamlined its ordering, payment and pickup methods, providing flexible options and offering walk-in customers with a welcoming, comfortable and accessible brand experience through carefully designed spatial layouts and décor, Kou said.
As “Classic Spectrum” has plenty of thoughtful touches here and there, everyone who visits the first McDonald’s restaurant in Taiwan with the new décor, located at 208 Ruiguang Rd in Taipei, can easily find a space to relax and enjoy their food.
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