Mars Wrigley, home to some of the world’s most beloved brands, celebrates the launch of its M&M’S Berlin flagship store in partnership with global brand transformation company Landor & Fitch.
Located on Kurfürstendamm, the store spans a total of 3,000 square meters. Spread across three floors, the experience is rooted by a magnificent spiralling staircase. A wonderland of indulgence, it is set to attract millions of visitors each year as a destination to have fun and connect with the M&M’S community.
Below are several key features that Landor & Fitch helped bring to life:
- Train Car: An MBahn train car appears to be coming out of the wall, in the setting of the local subway station. Complete with a train stop ticker and graffiti.
- Experience ‘clubbing’ pods: inspired by the underground, often secret, club scene of Berlin, guests are invited into glossy lentil pods to engage in various digital experiences that revolve around movement and dancing.
- Karaoke Garden Characters: Inspired by Berlin’s quintessential Mauer Park karaoke, guests are invited to snap a photo of themselves on stage amidst M&M’S branded graffiti, greenery and the unforgettable karaoke bike features on Sundays in Mauer Park.”
- M&M’S Street Art and M&M’S rooftop terrace: to mimic the East Side Gallery, the street art feature invites guests to create art of their own, while the terrace’s tables, pergola, and lighting draws on the traditional Biergarten aesthetic as a gathering point for guests to spend time together and enjoy.
“When we set out to design this new, larger-than-life flagship, we wanted every guest to immediately feel the joy of the M&M’S brand, and see the celebration of our host city, Berlin,” says Landor & Fitch Creative Director Eric Daniel. “The essential tenets of the physical design are color, brightness, roundness, and curvilinear paths. At the center of this, the spiraling candy-coated staircase leads guests to explore three levels of experiences that express the wit and fun of the M&M’S brand.”
“This launch marks a wonderful future for the M&M’S brand here in the German market. Our extraordinary design is a tribute to the vibrant identity of Berlin, while also channelling the fan favourites we all know and love. The longstanding partnership between Landor & Fitch and M&M’S has resulted in hugely successful retail rollouts in America as well as China, and we’re thrilled to now bring our collaboration to Europe too.” Lars Schlossbauer, Managing Director at Landor & Fitch Germany.