Commissioned by KFC’s Global Design Unit, the project pushed beyond the limits of what can be physically built today, creating an entirely virtual space that serves as a beacon for innovation. The result? A fully immersive VR experience that demonstrates futuristic possibilities for design, operations, and customer service.
Inside the Experience
The VR tour allows users to explore a futuristic KFC venue from a bird’s-eye view, seamlessly transitioning to specific areas with the help of an AI-guided narrator and a dynamic heads-up display. From the moment the headset goes on, participants are immersed in a bold vision of what the KFC brand could evolve into, offering:
Interactive exploration of various zones.
Narrated innovation highlights designed to inspire and inform.
A unique way to engage internal stakeholders and global franchisees.
A Vision Beyond the Real World
KFC’s Global Design Unit tasked I-AM with creating a design so forward-thinking that it couldn’t yet be built. Instead, this ambitious vision was brought to life in virtual space, offering the brand and its stakeholders a chance to explore the possibilities of a fully imagined future.
The project allows users to experience this conceptual restaurant through high-end VR headsets. Viewers can explore the venue from a bird’s-eye perspective, select areas of interest, and take a guided journey through the design. An AI-style narrator and dynamic heads-up display highlight key features and innovations along the way, making the experience both immersive and informative.
More than just a design experiment, this project serves as a tool for engaging internal teams and franchise partners, ensuring everyone is aligned on KFC’s future direction in an increasingly competitive market.
Inside the KFC of 2050
The concept features four layers, each with its own futuristic design and purpose:
Ground Level: KFC Park
An outdoor destination integrating cutting-edge convenience and leisure. This level features EV charging stations, an ultimate drive-thru, a pop-up marketplace, a kids’ play zone, 11 Herbs & Spices gardens, and even a drive-in 4D cinema.
Mid-Level: KFC Instant & Team Spaces
At the heart of the experience is KFC Instant, a fast and efficient take-out area built around a stunning red atrium. From here, an elevator and stairway lead to the dine-in space, where visitors can enjoy live music, bars, and hyper-personalized VIP experiences.
Behind the scenes, the Smart Kitchen automates routine tasks, freeing up staff to focus on quality and service. A private clubhouse and garden terrace provide employees with space to relax and connect.
Top Level: The Secret Recipe Garden
A rooftop retreat complete with a lush garden and a drone pad for remote deliveries, blending sustainability with cutting-edge logistics.
Recognition and Impact
KFC’s VR project has not gone unnoticed, earning accolades across the industry:
Digital Impact Awards 2024 – Winner, Best Use of AR/VR
MUSE Creative Awards 2023 – Platinum Winner, Experiential & Immersive Experience
Vega Awards 2023 – Platinum Winner, Best Experiential Design
These awards reflect not only the creativity and technical excellence of the project but also its importance as a tool for driving the future of hospitality.
The Role of Virtual Reality in Hospitality
For global brands like KFC, VR is more than a novelty—it’s a game-changing tool. As Circus Creative Director Jay explains:
“Virtual technology has become a game-changer for restaurant chains, offering a visionary glimpse into the future and serving as an invaluable tool to engage internal teams and stakeholders worldwide.”
Through VR, brands can showcase their vision in ways that are impossible to replicate in traditional formats, offering immersive experiences that inspire innovation and alignment.
Looking Ahead
The KFC Virtual Restaurant of the Future is a bold statement of intent. By exploring what’s possible decades from now, the project provides a roadmap for today’s innovations and a clear direction for the brand’s growth.
For KFC, this vision isn’t just about imagining what’s next—it’s about staying ahead of the competition and redefining what a restaurant can be in a fast-changing world.
Could your brand benefit from a similar approach? The future is closer than you think, and tools like VR can help bring it to life today
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