From the architecture and interior design to the brand positioning, the design of logo, packaging, and staff uniform, to the store guide, Landini Associates overall planned and completely revamped the world's largest restaurant chain, which, according to Mark Landini, the creative director of Landini Associates, lighting is a key element in creating a minimalist environment that allows people to focus on the food, the service and the people who come to enjoy it. Seemingly subtle changes in lighting design add freshness to the experience that is classic and timeless. He also noted that lighting is just as equally important as shadows in the design and should be adjusted flexibly to the time of day and location. Getting the lighting right has always been one of their core design principles. As a whole, Project Ray is an excellent example of insights-based lighting design, starting with a rare but often iconic social state, then precisely fit the needs of the target audience with lighting design.

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