Wednesday, October 21, 2009

McModern

There's a new restaurant on 6th Avenue and 15th Street. Text on its gleaming, glassy exterior describes it as: welcoming, playful, roots, heritage, SECOND HOME, authentic, REAL...



Inside you'll find mid-century modern furnishings, including seating inspired by Arne Jacobsen's biomorphic Egg and Swan chairs of 1958.



The walls are decorated with playful cubes and colorful stripes in sage, olive, and terra cotta. Flat-screen televisions hang mounted over the dining tables.



What is this trendy new hotspot--yet another Momofuku? A black flag printed with a pair of golden arches flies over the entrance. It's a McDonald's.

The new look was announced in 2006, described in BusinessWeek as "iPod clean" with a dining area "separated into three sections with distinct personalities. The 'linger' zone will offer comfortable armchairs, sofas, and Wi-Fi connections..."

Yes, the linger zone.



Haven't we already gotten through the phase where everything has to look like a West Elm/Design Within Reach catalog?

This Starbucks-chasing, upscale redesign worked in Europe when it was launched in 2007, but how will it go over in recession New York (where it feels a bit late)? Anyway, if you're worried about losing your old, grimy, depressing McDonald's to the fashionistas, fear not--the colors and textures may have changed, but the grease-slicked gloom remains the same.

P.S. At the recent Fashion Week, you could buy Ronald McDonald's gloves in an haute couture version.

12 comments:

EV Grieve said...

I'll really be concerned if they start offering Egg and Swan McMuffins.

L'Emmerdeur said...

We should start naming the colors. I'll go first:

Derelicte Vomit Green

3-Day Old Burger Patty Grey

Jeremiah Moss said...

mmm...Egg McSwan-Muffins

Baroness V.O. said...

I think that design trend is West Elm Disease.

Larry Slade said...

I spent some time in Barcelona in the mid-1980s. The McDs there had it's window smashed every couple months.
Just saying.

Bowery Boogie said...

does this mean breakfast will be extended through the afternoon?

Steve said...

I kind of like the look -- but seriously, unless they upscale the food, this won't affect my McDonald's Avoidance.

esquared said...

maybe they're prepping to serve permanent brunch. coming soon....long lines to get in McPBrunch

BatChainPuller said...

It's a freakin' McDonalds. There are 30,000 of them all over the world, they feed 40 million people a day, they employ a million people. Save whatever treasures you can, eat what you want, but jeez, you people should get over yourselves.

Anonymous said...

BatChainPuller - you make it sound like a NGO or a charity - it's not Oxfam - it's McDonalds! Since when was McDonalds exempt from criticism? - BN

Jeremiah Moss said...

i kind of like the look, too, Steve.

i think it's the obviousness of their approach, the desperate upscaling, that i find amusing. it seems out of step with their demographic, as well.

~evilsugar25 said...

the goes with the "McCafe" rebranding! who doesn't want to linger over their McCafeLatte whilst enjoying the distinctive aroma of well-used fryolator oil?