Technology

McDonald's, designer Humberto Leon partner on zodiac metaverse project

Provided

February 1, 2022

McDonald's is teaming up with fashion designer Humberto Leon for a collection of zodiac animal designs.

Focused on the Year of the Tiger, the "McDonald's Hall of Zodiacs: 2022 Lunar New Year with Humberto Leon," is an immersive and interactive experience for fans that is set in the metaverse. 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. Leon is also the co-founder of fashion brand Opening Ceremony, according to a press release.

"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," Leon said in the release. "Partnering with McDonald's means a lot to me because it's a brand that has always been committed to embracing and celebrating the universality of all cultures, helping me see myself in the brand and in the world. 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."

From today until Feb. 15, fans can enter the life-like exhibit on virtual reality social platforms, AltspaceVR and Spatial, to experience the McDonald's gallery hosting Leon's work. While there, fans can take in Leon's zodiacs and receive horoscope readings that give foresight into their year ahead based on birth year and zodiac animal. And feng shui expert and popular content creator Cliff Tan's interior design direction takes it up a notch to give the feel-good space balanced energy. The exhibit can also be enjoyed via mobile and desktop, with additional info and instructions on how to access it at McDHallOfZodiacs.com. McDonald's worked in tandem with multicultural ad agency, IW Group, to bring this campaign to life.

"We're 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," Elizabeth Campbell, McDonald's senior director of cultural engagement, said in the release. "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."

And starting today, while supplies last, customers at select McDonald's locations in in Los Angeles, New York, San Francisco, Dallas, Houston, and Atlanta can receive a packed of two traditional Lunar New Year envelopes that can be given to friends and family to honor the tradition of sharing good fortune. The envelopes will be available at eight stores: