M&M’s has touched down in Berlin.
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 colorful, nearly 33,000-sq.-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 color, 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 favorite M&M’s flavors 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, that 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.
In April, M&M’s opened a 24,000-sq.-ft. store at Mall of America.
"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 Berlin store will join M7M’s existing locations across North America, Europe, and Asia, including New York, Las Vegas, London and Shanghai.