Milan Design Week is one of Italy's biggest events. The city of Milan is filled with exhibitions and visitors come from all corners of the world (over 500.000 this year). All restaurants are overcrowded, and finding a place to eat becomes an almost impossible mission. Even at McDonald's.

This innovative packaging transformed Milan into the biggest open-air McDonald’s ever. Stickers around the city bollards transformed those bollards into billboards. TableToGo embodies McDonald’s design ethos, showing a refined use of its brand assets in an iconic way: the brand’s golden arches unfold on its sides symmetrically through the edges on a pure white background, and double up as a handle for convenient transport. TableToGo was developed through various prototypes in closed partnership with paper goods industry experts, with the aim to maximize its functionality while also minimizing paper waste. Different solutions were explored through its final iteration that uses a flower-like opening movement, inspired by origami folding, which makes it easy for the consumer to set up for consumption with just 3 steps (remove cap, drag down to open, give rigidity to the structure by folding along creases).

Milan design week is the go-to destination for designers, architects, and industry professionals looking for the latest trends in design. We created a packaging designed to allow these people enjoy their meal during the event. TableToGo by McDonald's is a limited edition packaging capable of transforming Milan into the biggest open-air restaurant ever, multiplying the number of tables to enjoy a meal during the Design Week. Eco friendly, fully recyclable, designed to perfectly fit Milan’s bollards tagged with a QR code and a number. Through the code you accessed the App and ordered the menu in the special packaging. Finally by entering the bollard number you completed the experience and received your order in a few minutes. The results: sold out during Design Week, 100% positive sentiment, +18% orders in in app, 2.5 million in app, 2.5 million views in 12h

TableToGo was made available to the public during Design Week in Milan. A crowd of hungry design enthusiasts was captivated by the stickers we strategically positioned on street bollards around the city’s design districts. Through a simple user journey the customers could order two menus via app, and have them delivered on the spot by the closest restaurant. The special packaging then unfolded onto bollards transforming into a table, turning the city in a big open air restaurant. Design Week attendees had the ultimate experience of enjoying their favorite menus without leaving the crowded areas where all the design events take place.