Concrete details: McDonald's patios step up

Norguet’s early background working with fashion houses such as Dior, Guerlain and Lanvin, and subsequent career designing high-end furniture, might make him seem an unusual choice for McDonald’s. But Norguet considers the assignment to be part of his overall interest in function. ‘For this project, as for each of my projects, I wanted to pay close attention to the end user,’ he says.

Norguet’s ‘plastic elegance’ and ‘formal purity’ are ‘enhanced by the power and simplicity of the materials skilfully worked by Alias,’ says Renato Stauffacher, CEO of Alias.

Even the most mainstream brands are now collaborating with high-end designers to draw customers. We explored similar projects, including a previous collaboration between Norguet and McDonald’s, in our Mavant-Garde microtrend.