McDonald’s has hosted an immersive experience at London’s Outernet to mark the nationwide rollout of its “enhanced” core beef burger range.

Created by Red Consultancy and Seen Presents, the experience was a sensory event that played on sight, sound, touch, smell and taste to showcase the range.

McDonald’s harnessed the Outernet’s 8K LED screens inside the Now building on Tottenham Court Road. The fast-food chain immersed the public in the world of its beef range and took them on a journey through the changes that have been made to its buns, patties, onions, cheese and lettuce…

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