Mars to launch M&M’s “retailtainment” store in London

A 35,000ft M&M’s confectionery store due to launch this week comes with one strange and unique feature: a giant chocolate wall.

The M&M’s World Store will change the way we think about the traditional retail display by mixing a shopping experience with a tourist attraction, according to MarketingMagazine.co.uk.

The chocolate and peanut sweets are owned by the major US corporation Mars, who are injecting a cool £10 million into the store’s Leicester Square opening in London this Wednesday.

The UK M&M’s store is thought to be a test case for openings in other large European cities. It is the first shop to be opened by Mars outside of the United States.

The store will sell chocolate as well as M&M-branded goods including clothing, kitchenware, bedding, jewellery and glassware, according to Telegraph.co.uk.

It will house a chocolate wall, a 1963 double-decker bus, and giant interactive screens. An M&M tiered chandelier will back on to a custom-made Union flag, made of M&M’s.

Susan Saideman, president of Mars Retail Group, believes that “retailtainment” – where leading brands use their flagship stores as tourist attractions as well as shops – has shown positive results in the States; despite the recession.

“We have a great experience that goes beyond the merchandise. We help people smile whatever the economy is doing,” she said, referring to a particular US store that features a theatre and several 7ft greeting statues of M&M’s characters.

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