M&M'S Expansion Plans Include Immersive Consumer Experiences
Over the next two years, Mars Retail Group will provide immersive consumer experiences by opening doors to three new retail locations: Disney Springs in Orlando, FL, Mall of America in Minneapolis, MN, and the first store in continental Europe in Berlin, Germany.
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 stores 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, FL, to Disney Springs at Walt Disney World Resort. Construction is expected to begin immediately with an anticipated 2020 grand opening date.
Next, with a central location inside the east market area of Mall of America, the more than 24,000-square-foot flagship will incorporate region-specific décor that clearly distinguishes this location, paying homage to Midwest culture. New personalization components and exclusive merchandise will complement the store's more recognizable elements. Mars Retail Group anticipates a late 2020 grand opening date, just prior to the holiday season.
"Mall of America is a best in class experiential retail shopping center and a natural partner to help us realize our vision to delight people everywhere with immersive experiences,” said Patrick McIntyre, director of Global Retail at Mars Retail Group. "We're excited to layer in even more fun to what is one of the most fun one-stop shopping and entertainment destinations in the world."
The flagship location will be two stories located on Level 1 and Level 2 of the mall, centrally located with a mall entrance in the Rotunda and also from inside the theme park.
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."