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Irish Daily Star

McDonald's launches revolutionary new restaurant concept - and it's like nothing you've seen before

McDonald's is rethinking the traditional restaurant layout that is recognized all over the world. The world's largest fast food restaurant is making a bid to stay fresh and move with the times. The brand, which launched in 1940, became a household name by staying loyal to its tried and true business model. But as the fast food industry evolves, McDonald's is following the curve and has made strides to further develop the brand. Last year, it launched CosMc's, a concept restaurant with a focus on beverages and snacks. This year, they are debuting a new restaurant concept and it's unlike anything the brand has ever done before. Read More Related Articles Melania Trump shows true colors with 3-word command to Donald at Pope's funeral Read More Related Articles Trump is 'overwhelmed and distracted' after 100 days as POTUS, expert says McDonald's newest location looks nothing like the ones you know - in fact the new restaurant features a 72-foot screen that uses lighting, color and McDonald's mascots to shift the mood of the space between daytime and nighttime. The new 'Mood Engine' concept was set up at Admiralty Station in Hong Kong. This is McDonald's second-busiest location in the world. The Mood Engine concept was introduced to celebrate the brand's 50th anniversary since it first appeared in Hong Kong. The new McDonald's 'Mood Engine' reflects the energy of the restaurant (Image: Landini Associates) Mark Landini, the founder and creative director behind design and brand consultant agency, Landini Associates, said: 'The Mood-Engine resonates to the energy required by the guests in the moment. Like a chameleon, it responds to its environment.' 'As customers rise from the station below, they're welcomed by a reflective double-canopy entrance - a contemporary homage to McDonald's original roofline and a nod to Ray Kroc's classic design.' A press release on the redesign reads. 'Now framed by glowing feature walls in McDonald's signature yellow, aimed at creating an unmissable beacon - just like the earliest restaurants once were.' The Mood Engine concept in Admiralty Station is not the only experimental McDonald's location. In 2024, the brand launched a program to help envision a new look for McDonald's restaurants. Led by Antwerp-based studio WeWantMore, they came up with some interesting ideas like energy-efficient LED tubes, stools and chairs made from 100% recycled content, and the use of vivid primary colors like blue, yellow, and red. For the latest local news and features on Irish America, visit our homepage here .