# Contemporary Fast Food Restaurants This McDonald's Rotterdam Location Features a Modern Renovation By Jana Pijak | Published 2015-06-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fast-food-restaurant References: [slate](http://www.slate.com/blogs/the_eye/2015/06/23/world_s_fanciest_mcdonald_s_in_rotterdam_was_designed_by_dutch_firm_mei.html) & [mcdonalds](http://www.mcdonalds.ca/ca/en.html) Located in the heart of Rotterdam, Netherlands, this [McDonald's](https://www.trendhunter.com/trends/mcdonaldsfries1) location is not your average fast food restaurant. The eatery is designed by Dutch design studio Mei Architects and Planners and graces Coolsingel, a central area of Rotterdam. Resembling a glass shell, this fast food restaurant's recent renovation is an ode to contemporary design. The minimalist structure boasts a glass facade that gives visitors a clear view of the city surrounding them. During the day, the structure's interior is bathed with natural light but is transformed by nightfall thanks to a film that adorns its outer shell. Once backlit, this film reveals an image of a crowd -- representing McDonald's patrons -- and is visually striking to those passing by it. This [contemporary fast food restaurant](https://www.trendhunter.com/trends/white-castle-castle-of-tomorrow) is not only modern in its look but mimics [McDonald's evolution and recent re-branding efforts](https://www.trendhunter.com/trends/auntie-annes1). ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 67% | Activity: 36% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Contemporary Fast Food Restaurants:** Fast food restaurants are evolving into more modern and artful spaces. - **Minimalist Restaurant Design:** Minimalist and clean designs are becoming a popular trend for restaurants to appeal to contemporary consumers. - **Innovative Restaurant Facades:** Restaurants are using innovative façades and lighting designs to attract and engage customers. ### Industries Being Reshaped - **Fast Food Industry:** To remain competitive, fast food chains may need to invest in modernizing their restaurants to appeal to contemporary consumers. - **Architecture and Design Industry:** The trend towards more contemporary and minimalist restaurant designs presents opportunities for architects and designers to create unique and innovative spaces. - **Lighting Industry:** The use of innovative lighting designs in restaurant façades presents opportunities for lighting companies to partner with restaurants to create engaging and visually stunning displays. ## Related on Trend Hunter - [Fast Food-Themed Roads](https://www.trendhunter.com/trends/mcdonaldsfries1.md) - [Fast Food Restaurant-Turned Nightclub](https://www.trendhunter.com/trends/nyugati-lounge.md) - [Modernist Burger Interiors](https://www.trendhunter.com/trends/omg-burger-i.md) - [Minimalist QSR Packaging Designs](https://www.trendhunter.com/trends/mcdonalds-japan-packaging.md) - [QSR Food-Inspired Door Designs](https://www.trendhunter.com/trends/mcdonalds-france-1.md) - [Architecture-Inspired QSR Ads](https://www.trendhunter.com/trends/new-mcdonalds-campaign.md) - [Nostalgia-Inspired Fast Food Concepts](https://www.trendhunter.com/trends/fast-food-concept.md) - [Night QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-night-posters.md) - [Glowing Chicken Restaurant Designs](https://www.trendhunter.com/trends/dinos-famous-chicken.md)