Landor & Fitch Have Fun With Experiential Space
Mars Wrigley, the manufacturer of treats and snacks and famous for M&M’s, recently celebrated the launch of its newest store at Mall of America. To launch this experiential space in the largest shopping and entertainment complex in North America, M&M’s partnered with Landor & Fitch.
Landor & Fitch aimed to create a sense of belonging and community through the simple act of having fun. Creative and interactive experiences and artful moments made for social sharing as a driving force for the layout and customer journey, ensuring that no matter where you are in the store there are places for you to have fun with the brand. Digital tools and the seamless integration of visual and interactive content into the architecture became an important way for M&M’s to evolve how they communicate – with the guests creating selfie-worthy backdrops and shareable social moments.
With opportunities like a three-story glass elevator and a rooftop scenic overlook, the design firm also took advantage of the expansiveness of Mall of America’s surroundings to create and evolve M&M’s most recognizable physical attributes. “I’m most proud of bringing dramatic scale to this M&M’s store,” says Creative Director Eric Daniel. “The location’s over-the-top attractions demand we deliver a destination that outshines its surroundings with unique experiences that could only take place within the playground that is Mall of America.” As part of the experience, visitors are able visit the store online via a virtual tour available on MMS.com. Once inside, guests are invited to “walk” through the store – and purchase their favorite M&M’s products through the 3D virtual experience.
“M&M’S aims to inspire fans to find ways to connect with each other, all while creating better moments and more smiles,” said Patrick McIntyre, Director of Global Retail at Mars Retail Group. “The new M&M’S Mall of America store champions the fun ways fans can connect with others – and you truly see this come together in the immersive experiences only the M&M’S Mall of America store offers.”
