From Raw Utility To Scrappy Chic

Romeoville, IL, houses McDonald’s unassuming yet crucial facility, where the global brand's experimentation and product innovation come to life. Often referred to as the "brain in a jar," the Innovation Center (IC) is a lab-like environment where kitchen equipment is rigorously tested and new processes are meticulously fine-tuned and optimized.

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Despite its vital role, the space was often described as "hangar-like," cluttered, and lacking a sense of purpose. It didn't reflect the identity of the global food brand, nor did it align with the recently revamped Chicago HQ. Studio O+A was tasked with creating a more effective space layout and elevating the design to better match McDonald’s brand.

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Rather than shy away from the space's utilitarian function, we embraced it, making it central to the design narrative. We amplified the focus on the small parts, turning them into the heroes of the supergraphics. These small components became a metaphor for the hundreds of employees who work tirelessly behind the scenes, fine-tuning and perfecting the details that ensure the larger system operates flawlessly on a global scale.