New Berlin Store to Bring Immersive Consumer Experience in 2021.
The M&M’S Brand is expanding its retail footprint to include an immersive new M&M’S experiential store in Berlin, Germany, slated to open in early 2021. As one of Europe’s most visited cities, Berlin is a natural destination to bring the engaging M&M’S experiential store experience to fans. Doors will open to a more than 30,000 square-foot chocolate wonderland (nearly 3,000 square meters), strategically placed on the city’s most popular shopping boulevard, Kurfürstendamm.
The grand opening will mark the brand’s first continental European location, combining Berlin’s vibrant culture with the colorful and bold spirit of M&M’S. Unique design elements will pay homage to the city’s artistic roots, complete with a private rooftop terrace with scenic views. Inside visitors can expect to be immersed in a world of color, with fun and distinctive merchandise that distinguishes the location from other M&M’S experiential stores.
‘This store is going to offer an unparalleled retail experience for brand enthusiasts who visit and reside in Berlin,” said Patrick McIntyre, Director of Global Retail at Mars Retail Group. “Not only will this flagship location have tremendous size and scale, the design is a true celebration of local art and culture. We want to encourage consumers to engage with our brand in a meaningful way and leave feeling inspired, energized and eager to share their experience with friends and family with a smile. Our ultimate goal is simply for people to come in and have fun with us.’
Mars Retail Group’s expansion into Berlin supports their vision to increase consumer connection to the brand, encouraging store visits at a time where other retailers are shifting focus to digital retail. Visitors will find new and exciting analog and digital experiences in addition to new personalization components and exclusive merchandise. These will complement the store’s more recognizable features such as the iconic Wall of Chocolate and larger than life character moments.
Mars Retail Group worked closely with Berlin-based Centrum Group, a property development firm, to collaboratively construct the space for the new store in Kurfürstendamm. “The M&M’S experiential store will be unlike any other retail shopping in the city of Berlin offering a destination that puts experience first,” said Rudi Purps, Managing Director, Centrum Group. “We’re thrilled to be the first to welcome the M&M’S Brand to continental Europe, and Berlin’s City West district, and know it will quickly become yet another must-see stop for tourists and residents alike.”
The Berlin store will be one of three new M&M’S experiential stores slated to open over the next two years, as Mars Retail Group recently announced new locations in the domestic U.S. including Minneapolis, Minn. and Orlando, Fla. It joins the existing portfolio of M&M’S experiential stores in New York, Las Vegas, London and Shanghai.
