McDonald’s brings 'Mood-Engine' concept store to Hong Kong

The store is located at Admiralty Station.

McDonald’s has launched its "Mood Engine" concept store at Admiralty Station in Hong Kong, celebrating the brand's 50th anniversary in the city.

The futuristic space, designed by Landini Associates, features a 22-metre, curving digital landmark that shifts the restaurant’s energy from day to night through animated lighting, colour, and McDonald-Land characters.

“At the heart of the transformation is Landini's ‘Loco-Motion' concept, a Mood-Engine named in honour of its location and the speed that McDonald's Hong Kong serves its guests,” said Mark Landini, founder and creative director of Landini Associates, in a LinkedIn post.

Landini noted that the design allows a single source to emit a "decorative mood," influencing the entire space.

Dubbed the "Ray-Naissance," this adaptive atmosphere can shift from calm to energetic, blending playful branding with local flair.

“The Mood-Engine resonates to the energy required by the guests in the moment. Like a chameleon, it responds to its environment,” Landini said.