REINHOLD KELLER was commissioned to take over the leading role in designing the new concept ″RAY″ for Mc Donald’s Europe. For this purpose, the in-house corporate team for product design and construction travelled to Poland in January, where the first restaurant of this concept could be found in Europe so far.
Several months were then spent on intensive planning, reviews and continual revisions. REINHOLD KELLER has meanwhile completed the first ″own″ RAY restaurant and has since then even been listed as a ″preferred supplier″ for this concept in a wide array of countries.
SPECIAL FEATURES OF THIS INNOVATIVE CONCEPT:
Very open and spacious – Just a few room-height, but transparent glass room dividers cut off the view that otherwise reaches to the end of the restaurant.
- The use of real concrete composite sheets, equipped with typical shuttering formwork plugs, makes the wall covering look like a precast concrete part. However, REINHOLD KELLER is already working on the development of cheaper alternatives here.
- On the whole, only oak and concrete are used as decors. What is optically new here is the visible cross-joint formation for the wall covering. Something similar to this already existed once in the concept ″Generation,” that emerged around 15 years ago.
- As a discreet dash of color, red decoration screws were also built in for the oak wall covering.
The lighting concept is special, too: It is kept rather discreet. Lighting is mainly realized indirectly (apart from some spotlights in the ceiling system). LEDs are mounted invisibly behind the long rows of benches to illuminate the wall covering and partially red designer lamps are affixed to the walls.
The pick-up counter has a Corian front and a Corian cover with a special edge profiling. New for this pick-up zone and these sales counters is that they’re also illuminated from below.
Stylistic elements of indirect light are therefore featured here again.
Some of the tabletops are made out of galvanized sheet steel, that was ″artificially aged″ and given a ″used look″ with the help of a special, greenish and transparent powder coating. These special tabletops were preceded by a complex development process that took several months. Up until the final release, revisions, changes and tests were carried out again and again.
The frames of the stools and bar stools were first intended to be in black, but ultimately in red (in the style of the decorative screws and designer lamps), to bring a little bit more color into the concept. A similar situation applies to the seat shells. As a color addition to the black stools, Vitra is currently still designing some in yellow. They’ll be available at the end of November.
The mirrored ceiling in the counter and Mc Café area is another highlight. It is currently made out of aluminum Dibond mirror elements, making the room bigger optically, and it intensifies the maximum visibility even more, which we have already described. But here again, REINHOLD KELLER is already working on the development of alternatives.
Apart from some optical highlights, the overall concept is kept in more of a calm and peaceful style. The graphics used are very discreet, too. Firstly, it only refers to contours, for example, of a hamburger or an apple turnover. Secondly, it was determined that no graphics at all should be used, neither on room dividers nor on the walls in drive-in -stores (stand-alone buildings), apart from a bitmap on some glass elements. Outline graphics should only be used for in-stores.
In summarizing, what can be noted about this concept is:
INTROVERTED – OPEN – REDUCED VARIETY OF COLORS – JUST A FEW ROOM-HEIGHT ELEMENTS AND SIMPLE ELEGANCE – just a totally different McDonald’s concept.
REINHOLD KELLER AS ″DESIGNER & CONSULTANT″:
REINHOLD KELLER was or is playing the leading role in the continuous development process of this concept for all of Europe. The role the company played in the rollout of this new concept so far is therefore an instrumental one. We were in constant contact with the design offices and created prototypes and samples for them. For the benches, REINHOLD KELLER even specified a European standard to which all suppliers must now adhere.
Just as before, REINHOLD KELLER gets questions about the individual pieces of furniture from various countries and always provides suppliers and business partners with support and advice whenever and wherever needed. Information about the development of the special ″used look tabletops″ was even already, for example, requested from Canada.
REINHOLD KELLER AS ″IMPLEMENTER & SUPPORTER″:
For this concept, REINHOLD KELLER is currently delivering everything between the floor and ceiling: furniture, room dividers, counters, shutters, etc.
We even already received an inquiry regarding the design of the ceiling. Discussions are now already under way here with some potential suppliers. The complete handling of future RAY projects was also already addressed by our general contractor REINHOLD KELLER General Contracting.
Internationally, RAY restaurants were implemented in Moscow, in the Middle East and in the Asian region. In Europe, however, the concept is still a novelty. So far, there is just the store in Poland and one in Milan.
In 2018, REINHOLD KELLER took over the realization of numerous RAY projects. For example, two RAY restaurants were realized in Germany (Wuppertal and Kerpen), a restaurant spanning three floors in London and one in Spain in a very interesting, historically preserved building. Two other projects are now under way in Morocco and one is in the implementation phase in Switzerland, as well as the delivery of RAY furniture to Italy, which is being carried out by REINHOLD KELLER.
The concept should now be spread around the world. A benchmark took place in Alicante at the end of June for this purpose, where it goes without saying that REINHOLD KELLER was also represented as the Number 1 supplier. In any case, work on this concept is far from over. REINHOLD KELLER is proud of being on board right from the start in the development of ″RAY″ and is excited about supporting the further elaboration of the concept and being able to keep on assisting and accompanying customers and suppliers.