M&M’s new flagship in the heart of Berlin presents visitors with digital experiences inspired by the store’s location in the colourful German capital.
The store, located on the city’s well-known shopping street Kurfürstendamm, spans 33,000 sq ft across three floors and was created in partnership with external brand transformation group Landor & Fitch.
There are a series of features for customers to experience while they browse the outlet’s confectionery offerings, including a wall of chocolate, M&M’s Berlin souvenirs and a personalisation station.
Visitors can see M&M’s take on the city’s underground network. An M-Bahn train car appears to be coming out of the shop’s walls, inspired by Berlin’s U-Bahn network and decorated with traditional Berlin graffiti.
The flagship also presents clubbing pods for customers, reflecting Berlin’s famous underground club scene and offering the chance to engage in experiences led by movement and dancing.
The city’s Mauerpark karaoke, which takes place weekly on a Sunday, is another influence on the store’s design. A further digital element allows customers to take a picture of themselves as if on stage at Mauerpark, surrounded by M&M-branded graffiti.
In addition, the Berlin store features M&M’s first-ever cafe, where customers can create street art of their own and mix M&M’s flavours in ice cream. This is then dipped in chocolate and shaped to look like a giant M&M’s sweet. There is also an outdoor terrace resembling a traditional German Biergarten.
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