The iconic, 80-year-old candy brand has opened a location on Kurfürstendamm, also known as Ku’damm, one of the best known and most popular shopping streets in Berlin.
The colourful, nearly 33,000sq ft store gives a nod to the city’s artistic roots and vibrant energy, with experiential and interactive elements designed to give visitors an immersive and fun experience. Features include M&M’s signature “Wall of Chocolate,” larger-than-life character moments, distinctive M&M’S Berlin merchandise and a personalization station where visitors can create their own custom M&M’S. In the “M&M’S Sweet Moves” digital activation, visitors can express their personality through colour, sound and movement.
The space also includes series of firsts for M&M’S stores. These include the first-ever M&M’s Café, where customers can mix and match their favourite M&M’s flavours in ice cream that is then dipped and shaped like a giant M&M.
Other unique features include a graffiti wall inspired by the Berlin Wall, which provides the perfect photo opp, and “Karaoke Garden,” a photo moment that taps into Berlin’s karaoke culture. One of the city’s famous MBahn train cars appears to be coming out of the wall, in the setting of the local subway station, complete with a train stop ticker, graffiti, and M&M’S own version of Berlin’s Brandenberg Gate patternation on the window.
