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Hong Kong designer who reimagined McDonald's as farmers' market

Nelson Chow tells Peta Tomlinson about a wrong turn into tailoring, designing yachts, and getting his big break with the American restaurant chain

2-MIN READ2-MIN
Photo: Masao Nishikawa
Peta Tomlinson

"I'd always wanted to study fashion but my family, being Chinese, said that was something I could do after finishing my architecture [studies]. I enjoy fashion design, but soon realised I couldn't make a career of it - it took me four months to finish one jacket! But there are synergies: tailoring, as in architecture, is all about structure. Whatever you put in, is how it will turn out."

Nelson Chow
Nelson Chow
"I find food and beverage projects most interesting, as they involve everything from [creating] the physical design of the building to the cutlery and even the menu. You're not designing for a single person - like you are with a residence or yacht - but, in a sense, a space for the public. Working with partner factories, I can also custom-make one-of-a-kind furniture, even in small quantities, to create a holistic experience for the customers."

"Even though I'd been designing beautiful restaurants such as Mrs Pound, in Sheung Wan, and Chateh, in Tsim Sha Tsui, I was a nobody, working from home. I was one of two designers invited to compete for the redesign of the McDonald's Shenzhen flagship outlet, and I won. This gave me the funds to run a small boutique business. We opened NC Design & Architecture in Sheung Wan in March last year, and have about seven staff now."

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"One-off projects are interesting, and they have helped to market our studio, but they are not profitable. The only thing that makes money is repeating a design, or charging $1 million for a one-off design. My relationship with McDonald's is year-by-year, though: if I do well, I'll be in; if I don't, I'll be out."

Hong Kong design house breaks the McDonald's mould with style

"I was living in New York, studying fashion design, when AvroKO, the famous New York interior design firm, asked me to work on the condominiums being created within a former 1930s steelworks in Brooklyn. Factory conversions are a nice way to add layers to the urban fabric: they form part of the neighbourhood, and keep people's memories alive.

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