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. The solution? It’s in design itself. 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.

Many brands organize exhibitions in the city during Design Week. McDonald's goal was to stand out in such a crowded scene and to do so in a way that was consistent with its purpose: helping people solve a problem in a feel-good way.

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 is designed to hold up to two menus and 100% recycled and recyclable.

An idea that transforms bollards around the city into a table, unfolding over them.

Each bollard has a QR code that leads to McD’s App, allowing people to make their order and enjoy it right there.

Milan design week is the go-to destination for designers, architects, and industry professionals looking for the latest trends and innovations in the world of design. We created a packaging designed to help these people enjoy their meal during the event. Demonstrating how design can improve people's lives in a context where the attention to design by industry experts, media and visitors is at the highest level.

TableToGo is a limited edition packaging, created to be turned into a stable stand meant to be shared by two people, eco friendly, fully recyclable, designed to perfectly fit Milan’s bollards.

Each bollard was 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, just as in a restaurant you would have entered the table number, you completed the experience and received your order in a few minutes.

• Sold out during Design Week

• 100% positive sentiment

• +18% orders in app

• 2.5 million organic views in 12h