Display & Design Ideas - April 2009 - (Page 10)

10 | Newsworthy | Headlining McVillage brings new theme to children’s activity ith its Play Place and Playland activity zones largely a thing of the past, Oak Brook, Ill.-based McDonald’s Corp. wants to change the way kids stay busy—outside of eating—in its restaurants. The company commissioned Amsterdam, Netherlands-based design firm UXUS to create McVillage, an updated activity area centered on the theme “What I eat, what I do,” for kids under age 7. The pilot project is being rolled out in Europe in 2009. “The McVillage is intended as an imaginative landscape for children to cook up their own stories, to learn through play and to awaken their curiosity about food,” says George Gottl, creative director of UXUS. The project is a clear break from the bright plastic world of conventional play areas, both in theme and design. McVillage uses imagery and illustrations, which allow for multiple interpretations—“a strangely familiar place, where both children and their parents can feel at home and let their imaginations run wild,” Gottl explains. Initially slated to fill space no larger than about 215 sq. ft. (specifics for future projects are yet to be determined), each McVillage is designed to evoke a sense of wonder, playing on the daydreaming qualities in children. Gone are the large playpens filled with balls, monkey bars and slides—staples of activity zones of the past. Instead, McVillage uses a fun and light-hearted approach to communicate a serious message about health and well-being. Part farmhouse and part children’s book illustration, the design theme incorporates playful graphics of homegrown fruits and veggies, with analog and digital features that engage and educate children about food. “We want kids and their parents to share a fun and meaningful experience together, to explore why food is an essential and fun part of their lives, and how they can learn to enjoy it more,” Gottl says. “In other words, we want them to feel W Photos: Dim Balsem Part farmhouse and part children’s book illustration, the McVillage design theme incorporates playful graphics of homegrown cooking. that food is magical, and that it is more than what it appears to be.” The designers at UXUS knew that their main criterion for construction of each McVillage had to be durability—especially considering the target audience. “Kids really can beat up a space, and the materials need to be able to take a beating and still look great over time,” Gottl says. —JAMAR LASTER, CONTRIBUTING EDITOR | April 2009

Table of Contents for the Digital Edition of Display & Design Ideas - April 2009

Display & Design Ideas - April 2009
Contents
From the Editor
Newsworthy
Consumer Insights
Quick Tips
Greentailing
Editor’s Choice
Design Snapshot
Channel Focus: Jewelry
Harvey Nichols Jakarta
Historic Renovations
A.R.E. Design Awards
McDonald’s
Right Light
Product Spotlight
Calendar
Advertisers
Classifieds
Think Tank

Display & Design Ideas - April 2009

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