{"id":21080,"date":"2022-02-01T09:02:00","date_gmt":"2022-02-01T08:02:00","guid":{"rendered":"https:\/\/eastwind.es\/marketing\/?p=21080"},"modified":"2022-02-02T13:55:30","modified_gmt":"2022-02-02T12:55:30","slug":"mcdonalds-and-peruvian-chinese-desiger-humberto-leon-lauched-the-hall-of-zodiacs-metaverse-experience-celebrating-the-chinese-new-year-of-the-tiger","status":"publish","type":"post","link":"https:\/\/eastwind.es\/marketing\/en\/mcdonalds-and-peruvian-chinese-desiger-humberto-leon-lauched-the-hall-of-zodiacs-metaverse-experience-celebrating-the-chinese-new-year-of-the-tiger\/","title":{"rendered":"McDonald’s and Peruvian-Chinese desiger Humberto Le\u00f3n lauched the Hall of Zodiacs metaverse experience celebrating the Chinese New year of the Tiger"},"content":{"rendered":"\n

McDonald’s has teamed up with Humberto Leon, co-founder of fashion brand Opening Ceremony, to create a one-of-a-kind collection of zodiac animal designs.
Focused on the Year of the Tiger and its courageous and fearless qualities, the \u00abMcDonald’s Hall of Zodiacs: 2022 Lunar New Year with Humberto Leon,\u00bb is an immersive and interactive experience for fans that is set in the metaverse.<\/p>\n\n\n\n

As a first in the U.S., McDonald’s is sending fans to a new place for their Lunar New Year celebrations, the metaverse. The quick restaurant multinational accompanies the metaverse and NFT celebration of the New Year of the Tiger with the airing of an CNY related TV ad on US Asian news channels in English, Chinese, Korean and Vietnamese.<\/p>\n\n\n\n

As a Chinese-Peruvian American, Leon’s creative vision is largely shaped by his cross-cultural identity and passion to serve and celebrate his diverse background.
\u00abLunar New Year is not only a time to celebrate with family and friends, but also gives us Asian Americans the perfect opportunity to share our cultural heritage with people throughout the various communities we call home,\u00bb said Leon. \u00abPartnering with McDonald’s means a lot to me because it’s a brand that has always been committed to embracing and celebrating the universality of all cultures, helping me see myself in the brand and in the world. Kicking off Lunar New Year with McDonald’s in a way that underscores the creativity and innovation of the Asian American community, makes me proud to offer a true expression of my identity and the influences that have shaped it, to which I know many will relate.\u00bb<\/p>\n\n\n\n

The experience at the Hall of Zodiacs metaverse<\/span><\/strong><\/h4>\n\n\n\n

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Starting on 31st January until Feb. 15, fans can enter the life-like exhibit on virtual reality social platforms, AltspaceVR and Spatial, to experience the elegant McDonald’s gallery hosting Leon’s work. While there, fans can take in Leon’s zodiacs and receive horoscope readings that give foresight into their year ahead, based on birth year and zodiac animal. And feng shui expert and popular content creator Cliff Tan’s interior design direction takes it up a notch to give the feel-good space balanced energy. The exhibit can also be enjoyed via mobile and desktop, with additional info and instructions on how to access it at McDHallOfZodiacs.com. McDonald’s worked in tandem with multicultural ad agency, IW Group, to bring this campaign to life.<\/p>\n\n\n\n

\"Humberto<\/a>
McDonald’s CNY of the Tiger virtual experience. \u00a9 McDonald’s<\/span><\/figcaption><\/figure>\n\n\n\n

\u00abWe’re 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,\u00bb said Elizabeth Campbell, McDonald’s Senior Director of Cultural Engagement. \u00abBringing 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.\u00bb<\/p>\n\n\n\n

Honoring Lunar New Year traditions through a TV spot, as well<\/span><\/strong><\/h4>\n\n\n\n

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As part of the cross-media collaboration, McDonald’s and Leon also produced a TV spot that features the designer’s reflections on beloved traditions for Lunar New Year while also speaking to his diverse identity. The spot, which you can watch here, airs nationwide (in the USA) on Asian news channels in English, Chinese, Korean and Vietnamese.<\/p>\n\n\n\n

\"Humberto<\/a>
Caption of CNY of the Tiger McDoanld’s USA spot. \u00a9 McDonald’s\/Humerto Le\u00f3n<\/span>. In the image one of the Zodiac NFts available, that of the tiger.<\/span><\/figcaption><\/figure>\n\n\n\n

This Lunar New Year celebration represents a longstanding commitment to the Asian American community, which includes celebrating meaningful cultural moments, such as last year’s Lunar New Year partnership with leading global Asian artist collective, 88rising and distributing custom red envelopes during San Francisco Chinese New Year Festival in 2020. The Golden Arches commitment extends to education as well, as it feeds and fosters the communities it serves. Through programs like the McDonald’s APA Next platform, which includes an annual scholarship for Asian Pacific Islander American students in financial need and a partnership with self-care app Shine, the brand strives to support students in and out of the classroom.<\/p>\n\n\n\n

Former co-creative director at Kenzo and CHIFA restaurant founder<\/span><\/strong><\/h4>\n\n\n\n

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Humberto Leon is the co-founder of Opening Ceremony, a cult fashion brand that launched in 2002, first as a retail destination in New York, Los Angeles, and Tokyo, and then as an eponymous label of women’s and men’s ready-to-wear, footwear, accessories.<\/p>\n\n\n\n

From 2011 to 2019, Leon served as the co-creative director of the French fashion house KENZO. As the campaign for the release of his Fall\/Winter 2018 collection at KENZO, Leon wrote and directed his first film, The Everything, starring Milla Jovovich, Alexandra Shipps, Kodi Smit McFee, and Leo Reilly.<\/p>\n\n\n\n

In 2020, Leon opened his first restaurant in Eagle Rock, California. CHIFA has received the prestigious Bib Gourmand Award by the MICHELIN Guide and earned a coveted spot on Cond\u00e9 Nast’s \u00abThe Best New Restaurants in the World\u00bb and the Los Angeles Times \u00ab101 Best Restaurants\u00bb lists for 2021.<\/p>\n\n\n\n

Image over the headline.-<\/strong> Humberto Leon pulls inspiration from pop-culture and leans into his high fashion expertise to fuse colorful patterns with traditional Asian textiles. Journey through the exhibits to take in each of Humberto’s personal interpretation. Image \u00a9 McDonad’s\/Humberto Le\u00f3n<\/span><\/h4>\n\n\n\n

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Related external links<\/span>:<\/span><\/strong><\/h4>\n\n\n\n

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McDonald\u2019s Hall of Zodiacs: 2022 Lunar New Year by Humberto Leon experience (Altspace VR and Spatial)<\/span><\/a><\/p>\n\n\n\n

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Humberto Leon x McD Year of the Tiger Collection (the spo<\/span><\/a>t<\/span><\/a>)<\/span><\/a>
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<\/p>\n","protected":false},"excerpt":{"rendered":"

McDonald’s is sending fans to a new place for their Lunar New Year celebrations, the metaverse, but not forgetting airing this experience in a TV spot<\/p>\n","protected":false},"author":24,"featured_media":21085,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[4],"tags":[12647,12652,2601,12651,11747,12653,12482],"yst_prominent_words":[],"_links":{"self":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts\/21080"}],"collection":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/comments?post=21080"}],"version-history":[{"count":0,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts\/21080\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/media\/21085"}],"wp:attachment":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/media?parent=21080"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/categories?post=21080"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/tags?post=21080"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/yst_prominent_words?post=21080"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}