Over the next two years, Mars Retail Group will accelerate its vision to provide inspiring and immersive consumer experiences to audiences around the world by opening doors to three new retail locations. These include Disney Springs® in Orlando, Fla., Mall of America in Minneapolis, Minn. and the first store in continental Europe in Berlin, Germany.
As one of the world’s most beloved brands, these strategic investments will ensure people across the globe can experience the M&M’S Brand in an unparalleled way by prioritizing high-traffic areas that align with the brand’s bold, colorful identity. Each store will celebrate the culture and spirit of the local community both in design and merchandise. Consumers will find classic M&M’S experiential store moments such as the iconic Wall of Chocolate, larger than life Characters moments, and a personalization experience that enables guests to create their very own custom M&M’S candies to take back with them. In addition, the store will offer new interactive features designed to engage and share.
“Our aspiration will always be to bring the best of the M&M’S Brand experience to our consumers in each retail location,” said Patrick McIntyre, Director of Global Retail at Mars Retail Group. “Our new stores are advancing in design and experience to create a true connection and commitment to place alongside exciting digital and analog moments. We are bringing the brand to life in an immersive way.”
The expansion will commence with the relocation of the existing M&M’S experiential store in Orlando, Fla., to Disney Springs® at Walt Disney World Resort. Construction is expected to begin immediately with an anticipated 2020 grand opening date.
Following the revitalization in Orlando, M&M’S will open a new retail space in Minneapolis at the iconic Mall of America® with a more than 24,000 sq. ft. store footprint. Located centrally for residents and tourists alike, the iconic retail and entertainment center will be home to a new store with region-specific decor and interactive elements.
In early 2021, the brand’s international presence will grow in Berlin, Germany, and be the first M&M’S experiential store in continental Europe. Located on one of the most famous avenues in Berlin on Kurfürstendamm in City West, the city’s premiere shopping avenue, the decor will be inspired by the local art and beauty of Berlin.
“The future stores, strategically placed in culturally-vibrant areas where our shoppers would expect us to be, reaffirm our goal to connect with fun-seekers and chocolate enthusiasts,” continued McIntyre. “We’re bringing more than 20 years of innovation in experiential retail to these new stores and cannot wait to open our doors to a global audience who will engage with our brand like never before.”
Mars Retail Group worked closely with CBRE Group, Inc. to identify the new retail locations around the world. “Mars Retail Group is forward thinking and very intentional in creating physical M&M’S Brand experiences to the surprise and delight their customers in ways most brands are just starting to think about,” said David Close, Retail Executive Director at CBRE. “It continues to be a dream partnership as we collaborate to bring this vision to life in the most distinct and desired destinations across the globe.” New stores will join the existing locations across North America, Europe, and Asia, including: New York, Las Vegas, London and Shanghai.
For more information about the M&M’S experiential stores, visit www.MMS.com