Big Mac Abstract

July 23, 2001. San Diego, CA--McDonald's Corporation and The San Diego Museum of Art have unveiled plans for a new fast food concept called, "McMondrian's." The concept derives it's name from the famous dutch abstract painter, Piet Mondrian.

In a news conference, Don Bacigalupi, Director of the San Diego Museum of Art said, "In America today, culturally speaking, there is little difference between art and hamburgers and I never ate a hamburger I didn't like."

A package design for the Abstract Mac, the new hamburger, fries and drink combo to be sold at McMondrian's.

Responding to charges that the Museum is pandering to popular taste, Mr. Bacigalupi said, "There is lots of precedent in high culture for celebrating fast food. Indeed, in the Seducer's Diary, Soren Kierkegaard himself wrote, '[Every now] and [again] I think [I'd quite like to indulge in a milkshake].' "

Jack Greenberg, CEO of McDonald's also attended the news conference and told reporters that development plans call for McMondrian's restaurants to open up in major museums across the country and eventually throughout the world.

Greenberg also predicted that a McMondrian's would soon open in the world famous Louvre Museum in Paris, France. "We are pleased to announce that Jerry Lewis has been brought on as our official spokesman, which we hope will help convince the french Cultural Minister of the quality of our product," said Greenberg.

An elite list of America's best known artists have been commissioned to create art for the new restaurant, including Thomas Kincaid, better known as the "Painter of Light."

Mr. Bacigalupi also announced a retrospective of Mr. Kincaid's work in conjunction with the launch of the McMondrian's project. "Mr Kincaid captures the determinate undefineability of nature's grandeur better than anyone in the history of the whole world," he enthused.

"Mr. Kincaid sold over 5 million prints of his paintings last year alone," said Mr Greenberg. "And those are the kind of numbers we can relate to," he added with a smile.