I was in a restaurant in Saitama, Japan, recently, and couldn't stop staring at the walls. The owners of Toy Box Diner have spent years collecting vintage fast food ephemera: trays, posters, cups, packaging, toys and point-of-sale material from the golden era of Americana, from Disney to McDonald's, all packed into a warm, chaotic, life-affirming space. The eyes of Ronald McDonald, Mayor McCheese, Grimace and the Professor all follow you around the room. It's joyful and ridiculous, in equal measure.
Sadly, those artefacts document a design language that no longer exists. Bright primary colours, expressive characters, hand-painted murals and an unapologetic commitment to fun? Walk into a McDonald's restaurant today and you'll find none of that – it's at odds with those iconic, vibrant golden arches.
