A multi-location Friends activation system designed for McDonald’s restaurants across Poland.
McDonald’s Friends on Tour
Poland 2026
Commissioned by Cudo Studio
.
Set designer: Aneta Pleskot
3D artist: Kuba Miszczyk
CONTEXT
As part of the global McDonald’s x Friends campaign, selected restaurants in Poland were transformed into temporary fan zones celebrating the sitcom through scenography, interactive games and branded social content. Rolled out across six cities, the activation combined iconic references from the series with the everyday logic of functioning McDonald’s interiors — creating short-run themed environments designed to engage visitors on site.
ROLE
Spatial graphics, activation UI and production-ready visual assets for a multi-location branded roadshow.
SCOPE
• Visual system development based on the agency’s initial concept
• Production-ready graphics for themed zones and scenographic elements
• Adaptation of assets to different restaurant layouts and installation constraints
• Decorative activation signage and CTA points
• UI design for all digital activations, including the intro recording flow, games and quiz website
• Visual design of the Rachel maze and selected branded apparel adaptations
PRODUCTION INSIGHT
Built as one master system, the activation had to adapt to different restaurant layouts, technical limitations and compressed installation timelines without losing recognisability. The main challenge was bringing the world of Friends into contemporary McDonald’s interiors in a way that felt immersive but controlled — balancing scenographic atmosphere, production logic and intuitive interaction across both physical and digital touchpoints.
Built as one system, adapted to six very different restaurant realities.
RESULT
The final system delivered a recognisable Friends-themed activation format that could be adapted across six restaurant locations without losing consistency. By combining scenographic graphics, interaction design and production-ready assets, the project turned a global campaign into a locally deployable fan experience — one that worked both as an in-store attraction and as a highly shareable social moment.
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