McDonald’s Nyugati

Transforming the iconic McDonald’s Nyugati, known as one of the world’s most beautiful McDonald’s restaurants, into a vibrant nightlife destination required creative thinking and technical expertise from content creator Maxin10sity and integrator Visual Europe Group (VEG). Every Friday and Saturday night from 10pm to 4am, the historic McDonald’s at Nyugati railway station – located amid sumptous surroundings in the former waiting room of the Austro-Hungarian royal family, complete with painted stucco ceilings, wrought-iron gates and ornate wall decorations – transforms into a vibrant nightlife destination for ‘Nyugati Lounge’, which combines fast food with live DJ performances complemented by dynamic projection mapping displays designed and produced by Maxin10sity.

Maxin10sity created five immersive visual worlds using TouchDesigner, designed to react dynamically with the DJs performing at Nyugati Lounge. Visitors experience the show from the perspective of a moving ‘cockpit’, travelling through changing environments, including an underwater world, a verdant forest, a futuristic cityscape, outer space and, as a one-off in February, a Valentine’s Day-themed world. The content shifts every 20 minutes, ensuring the experience remains fresh and engaging throughout the evening.

Since opening in September, McDonald’s Nyugati has become a major draw that continues to attract large crowds, with patrons – who typically visit either before heading out for a night on the town or to refuel after an evening out – drawn in their thousands to the one-of-a-kind fusion of music, visuals and dining.

VEG faced the challenge of integrating projection-mapping technology into the historic building without compromising its structure. Due to the site’s heritage status, VEG was unable to drill into the walls. While preparing the mapping plan, the team also had to account for the curved historical ceiling with decorative elements. To ensure all technical equipment blended seamlessly with the interior, the solution was to position the 4 Panasonic 20K projectors in the windows. While this created shadows, Maxin10sity ensured its dynamic visuals had sufficient contrast and vibrancy to remain impactful even in the huge space, which can accommodate up to 300 diners simultaneously. Additionally, the team used specialised projection material that prevented bright light from disrupting staff working inside.

Another challenge was ensuring the content remained engaging and interactive. To this end, Maxin10sity designed five distinct worlds that change every 20 minutes, synchronising the visuals with the rhythm of the DJs’ sets to create an immersive experience that captivates visitors.

To further enhance the immersive experience, VEG installed a tailor-made sound system that seamlessly blends with the unique acoustics of the historical building.

The system was designed to be effortless for McDonald’s staff to operate, requiring only the press of a single button to initiate the show mode. VEG also incorporated a special projection material that minimised light reflection, preventing disturbances to staff working behind the counters.

The installation transformed a McDonald’s restaurant into a must-visit nightlife attraction, driving footfall and contributing to the local economy. Despite launching in September 2024, queues still stretch outside the building at peak times, and viral social media content (particularly on TikTok, where footage of Nyugati Lounge has racked up millions of views) has brought global attention to the venue. The success of the installation has been so significant that McDonald’s has extended the Nyugati Lounge concept, originally set to end in 2024, through 2025, and commissioned four additional content worlds from Maxin10sity.

Maxin10sity and VEG’s work at McDonald’s Nyugati demonstrates how projection mapping can elevate an already impressive commercial space, blending heritage architecture with AV technology to create an unforgettable visitor experience.