When McDonald's wanted to unveil their Secret Menu to an exclusive crowd, they needed a venue that could hold a secret. Somewhere with enough edge to feel like a genuine discovery, and enough infrastructure to deliver a polished brand moment. They found it at 83 Rivington Street.

The activation was conceived by KGA, the creative agency behind the campaign, and brought to life in partnership with our in-house production company, Big Crazy Agency. Our role was to provide the canvas and make sure every inch of it spoke the right language — the space, the branding, the atmosphere, all working as one cohesive experience.

Big Crazy Agency handled all of the branding within the venue, translating KGA's creative vision into a fully dressed environment. From branded installations to spatial design, every detail was considered and executed to pull guests into the world McDonald's had built around the campaign. The rawness of 83 Rivington's industrial interior became a deliberate contrast to the boldness of the branding — making each element hit harder against the backdrop of exposed brick and low light.

The result was an activation that felt exclusive without feeling cold, and high-production without feeling corporate. Guests arrived not knowing quite what to expect and left with something to talk about — which is exactly the point of a secret menu.

For KGA and McDonald's, having a venue team and production house under the same roof meant the creative vision never got lost in translation. Brief to build, all in one place.