To give our audience eyes and ears into the live judging sessions that took place at Frame Awards 2020, we're sharing coverage of the insightful jury conversations that decided the winning projects. Below, we celebrate the recipient of honorary award for Highest Social Media Engagement: McDonald’s Kitchen in the Sky by Landini Associates. Find the full collection of reports in our May/June 2020 issue, Frame 134.

Love it or hate it, Instagram is an invaluable tool for exposure and connection today. Bearing that in mind, we wanted to harness its power to introduce our 151,000-person audience – and hopefully new followers, too – to the innovative spaces, studios and designers that made it onto our Frame Awards 2020 shortlist. What’s more, we decided to award the most-interacted-with project an honorary accolade for the first time this year. The winning numbers: 190K impressions, 11,500 likes and 86 comments.

All were for McDonald’s Kitchen in the Sky at Sydney Airport, which was nominated for Restaurant of the Year. The designers, local firm Landini Associates, aimed ‘to embrace McDonald’s history of innovation in combining lateral thought, speed, quality and entertainment, built around their “industrial revolutionizing” of food production’. A yellow glass box housing the kitchen hovers over the service counter and food is efficiently delivered via a conveyor that spirals towards the ground. udging by the comments, our followers were divided. Some called the design ‘sophisticated fast food’, ‘fancy’, ‘freaking gorgeous’ and even ‘McSthetic’. Others were critical, referring to the conveyer belt system as ‘a more efficient way to kill people with unhealthy food’. In short, the design drove discussion, just like in our jury deliberations. Not to forget, if we had a prize for the best comment, it would go to: ‘I’m lovin’ it’.

landiniassociates.com

Read more Frame Awards 2020 coverage here.