Thursday, June 30 2022

McDonald’s is celebrating Lunar New Year this year in a unique way that is also popular these days. The American fast-food chain has announced that it has partnered with Humberto Leon to design an interactive “Hall of Zodiacs” in the metaverse to honor Chinese New Year.

The project was titled “McDonald’s Hall of Zodiacs: 2022 Lunar New Year with Humberto Leon,” and the company said it would feature a special collection of zodiac animal designs. The contract designer is also the co-founder of fashion label Opening Ceremony.

It was reported to be McDonald’s first cross-media partnership and entry into the virtual world to mark an event. According to Restaurant routeMcDonald’s metaverse celebration for the Year of the Tiger will feature Humberto Leon’s detailed and intricate zodiac carvings.

His work for this collaboration is inspired by Chinese 3D wooden puzzles and cork carving dioramas. Plus, it’s the burger chain’s latest marketing effort in the virtual world centered around social connection. It’s also been noted that McDonald’s has been slowly moving into the metaverse, and the Lunar New Year celebration is its biggest move yet.

“We are thrilled to reach our fans in a meaningful way that captures the essence of the Year of the Tiger by showcasing bravery, strength and confidence through art while leveraging an experience that meets them in the spaces they value,” said McDonald’s senior director of cultural engagement. , Elizabeth Campbell, said in a Press release.

She added: “Bringing in Humberto Leon, a trailblazer who uses the world around him to influence his work and others is what makes this a next level moment for McDonald’s. We are honored to celebrate this Lunar New Year at through his artistic expressions and I hope our fans will enjoy this very cool and festive experience with us.”

Fans can access McDonald’s Hall of Zodiacs through AltspaceVR and Spacial, a virtual reality platform, until February 15. Visitors will be able to view the gallery featuring Leon’s work and get free horoscope readings for the coming year. The virtual exhibit also features interior designs with feng shui principles applied by architect and feng shui expert Cliff Tan.


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