McDonald's has teamed up with Humberto Leon, co-founder of fashion brand Opening Ceremony, to create a one-of-a-kind collection of zodiac animal designs. 2022 is the Year of the Tiger, so this collection represents its courageous and fearless qualities. This Space is an immersive and interactive experience for fans of Humberto Leon and McDonald’s metaverse.
Open until Feb. 15, using Spatial, fans can enter the immersive exhibit in virtual reality, mobile, or web browser , to experience the elegant McDonald's gallery hosting Leon's work. The experience is also available on AltspaceVR. Additional info and instructions on how to access the space in multiple ways is available at McDHallOfZodiacs.com.
Spatial is proud to host Leon’s gorgeous exhibition. As a Chinese-Peruvian American, Leon's creative vision is largely shaped by his cross-cultural identity and passion to serve and celebrate his diverse background. "Lunar New Year is not only a time to celebrate with family and friends, but also gives us Asian Americans the perfect opportunity to share our cultural heritage with people throughout the various communities we call home," said Leon. "Kicking off Lunar New Year with McDonald's in a way that underscores the creativity and innovation of the Asian American community, makes me proud to offer a true expression of my identity and the influences that have shaped it, to which I know many will relate."
Jump into the experience, open on Spatial’s Explore tab, and add notes of your goals and dreams to the Prosperity Walls. Doing so will help manifest success and fortune in 2022! You can take selfies, throw lanterns, and celebrate with other users!
While taking in Leon's zodiacs, our community is encouraged to receive horoscope readings that give foresight into their year ahead, based on birth year and zodiac animal. This space had phenomenal feng shui expert and popular content creator Cliff Tan's interior design direction. This thoughtfulness takes the experience up a notch to give the feel-good space balanced energy. McDonald's worked in tandem with multicultural ad agency, IW Group, to bring this campaign to life.
Red envelopes are a cornerstone of the Lunar New Year tradition. These are filled with money and given out to symbolize prosperity. Red envelopes designed exclusively for McDonald's customers will feature Leon's Year of the Tiger design. Spatial users can jump into the room to visit and manifest good fortune and success utilizing these red envelopes from anywhere in the world. They can celebrate the holiday with the community. Mcdonald’s customers who are able to visit IRL participating restaurants will receive a packet of two red envelopes that can be given to friends and family to honor the tradition of sharing good fortune.
McDonald's Senior Director of Cultural Engagement, Elizabeth Campbell, says McDonald’s is “excited to reach our fans in a meaningful way that captures the essence of the Year of Tiger showcasing bravery, strength and confidence through art, while leveraging a digital experience that meets them in spaces they enjoy. Bringing on 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're honored to celebrate this Lunar New Year through his art expressions and hope our fans will enjoy this very cool and celebratory experience with us."
We are looking forward to celebrating Lunar New Year and sharing this exciting event with our community. Thanks to Humberto Leon, McDonald’s, and IW for hosting such an incredible event!