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McDonald's is celebrating the Lunar New Year this year in a unique way which is also popular these days. The American fast-food chain announced it has partnered with Humberto Leon to design an interactive "Hall of Zodiacs" in the metaverse to honor the Chinese New Year.
The project has been titled "McDonald's Hall of Zodiacs: 2022 Lunar New Year with Humberto Leon," and the company said it would feature a special collection of zodiac animal designs. The contracted designer is also the co-founder of the Opening Ceremony fashion brand.
It was reported that this is McDonald's first cross-media partnership and entrance to the virtual world to mark an event. As per the Restaurant Drive, the McDonald's metaverse celebration for the Year of the Tiger will show Humberto Leon's detailed and intricate zodiac sculptures.
His work for this collaboration takes inspiration from the Chinese 3D wood puzzles and cork carving dioramas. Moreover, this is the burger chain's latest marketing effort in the virtual world that is centered on social connection. It was also noted that McDonald's has been slowly engaging itself in the metaverse, and the Lunar New Year celebration is its biggest move so far.
"We are 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," McDonald's senior director of cultural engagement, Elizabeth Campbell, said in a press release.
She added, "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."
Fans can access the McDonald's Hall of Zodiacs via AltspaceVR and Spacial, a virtual reality platform, until Feb. 15. Visitors will be able to view the gallery displaying Leon's work and get free horoscope readings for the year ahead. The virtual exhibit also features interior designs with applied feng shui principles by Cliff Tan, an architect, and feng shui expert.
