M&M'S has brought its immersive retail experience to continental Europe for the first time with the opening of its newest store in Berlin.
Located on Kurfürstendamm, a popular, vibrant shopping street, M&M'S Berlin is the third M&M'S flagship store location Mars Wrigley opened this year.
"People want to experience fun and entertainment with their favorite brands," said Carsten Simon, general manager of Mars Wrigley Germany. "M&M'S, like no other food brand, is able to offer great experiences, generating beautiful moments and bringing out smiles. Fans, Berliners and visitors from all over the world can experience this in our M&M'S store."
At nearly 3,000 square meters, M&M'S Berlin gives a nod to the city's artistic roots and leans into its vibrant energy with unique design elements that immerse guests in colorful fun. The space includes a variety of interactive M&M'S brand experiences unique to M&M'S Berlin, including:
- The M&M'S Café, a first-time offering where guests can order M&M'S beverages, cookies, and ice cream
- Karaoke Garden, a photo moment that taps into Berlin's karaoke culture
- M&M'S Street Art, a graffiti wall inspired by the Berlin Wall, that provides the perfect photo opportunity
- I <3 Spati Shop, an M&M'S twist to the beloved Berlin Spati, where guests can purchase exclusive M&M'S Berlin merchandise.
"M&M'S believes in a world where everyone feels they belong and, as a brand, we think fun is the most powerful way to connect with others," said Heike Lommatzsch, portfolio director, chocolate and ice cream for Germany. "The new Berlin store brings this purpose to life through visuals, graphics and language, and embraces the notion that all together we're more fun, and individuality is celebrated."
The store will meet Leadership in Energy and Environmental Design (LEED) standards. It will offer myriad other experiential features intended to bring guests together, including the iconic and colorful M&M'S "Wall of Chocolate," larger-than-life character moments, a private rooftop, distinctive M&M'S Berlin merchandise and the personalization station where guests can create their very own custom M&M'S.
Beginning in October, fans can visit the store on Ku'damm, or for those unable to visit the store in person, take a virtual tour on MMS.com, where guests are invited to "walk" through the store.