McDonald’s

Develop an expo experience to articulate and amplify McDonald’s brand promise, culture, and key growth drivers for its army of owner/operators at the biennial worldwide convention.

The McDonald’s Worldwide Conference Expo hosts over 15,000 attendees and was designed to represent the innovative and welcoming culture of one of the world’s most recognizable and respected brands.

We transformed the convention’s 800,000 sq. ft. show floor into a dynamic, immersive, physical embodiment of McDonald’s business drivers and vision for the future. To address how attendees would move through and exist within this mixed-use space, we approached the experience through five disciplines: Spatial Layout, Identity, Environment, Exhibitry, and Engagement.

We created cultural continuity and a social phenomenon by anchoring the space around a central promenade and sculpture walk. We gave attendees multiple opportunities to discuss and absorb key pieces information by incorporating it into everyday navigation. We helped facilitate compelling, useful business conversations by including four public “courtyards” into the footprint. And our grid system ensured that nearly all exhibitors received high-quality real estate and comparable exposure to attendees.

The exhibit received record high attendance for all four days of the convention and highest-ever post-event survey responses from attendees and stakeholders alike.