M&M's® World opens first store in Asia in Shanghai
26 August, 2014
FITCH contributes to store’s immersive brand experiences
The first M&M’S World store in Asia celebrated its official opening in Shanghai in the Brilliance Shimao International Plaza on East Nanjing Road.
Global retail and brand consultancy FITCH worked on the store’s conceptual design through to final construction. Inspired by Chinese culture, heritage and modern
architecture, the M&M'S® World Shanghai store reflects the popularity of the M&M’S brand and provides shoppers with a colourful experience where they can explore, discover and be entertained.
The famous M&M'S® characters, Red and Yellow, welcome customers at the store’s entrance. The Red and Orange M&M'S® characters as warriors are posted at “The Great Wall of Chocolate,” which features 132 tubes of M&M’S in 22 colors in three varieties (milk chocolate, peanut, and almond).
Visible from the plaza outside, the “Lantern Garden” features numerous hanging lanterns that illuminate and change colors as visitors step on the platform. Tim Greenhalgh, FITCH Global Chairman & Chief Creative Officer says, "Working with the M&M’S World team to design the first store in Asia was a great project for FITCH."
Greenhalgh added, "We've aimed for a playful, enriching experience for shoppers. I hope everyone enjoys M&M'S® World Shanghai!”
Offering a wide range of M&M'S® chocolate candies and merchandise, the store is located on one of the world’s busiest shopping streets in on East Nanjing Road.
Brian Schiegg, General Manager, Mars Retail Group and M&M’S World, said, “We are thrilled to launch our first M&M'S® World store in Asia in the vibrant city of Shanghai, one of Asia’s top tourist destinations and the ideal location to bring the world's most popular chocolate brand to life.”
For further information, please contact:
T +65 6538 2988
T +1 480 998 4200
About Mars Retail Group
Headquartered in Mt. Arlington, New Jersey, U.S., the Mars Retail Group creates and builds retail businesses that build the brands of Mars, Incorporated. The iconic M&M’S World® stores, located in New York City, Las Vegas, Orlando, London, and most recently Shanghai, currently represent Mars’ largest retail business. MRG also operates the company’s Licensing and My M&M’S businesses, as well as the gourmet chocolate business that is sold under the ETHEL M® brand name.
About M&M'S World®
Offering a wide range of M&M’S® Brand Chocolate Candies and merchandise, the M&M'S World® stores reflect the huge popularity of M&M'S®, the world's most popular confectionery brand. The stores' merchandise includes apparel, kitchenware, plush, and glassware, as well as seasonal items and speciallydesigned M&M'S® branded items that reflect the personalities of the cities -- Las Vegas, New York City, Orlando, Henderson (Nevada), London, and Shanghai -- where the stores are located.
About Mars, Incorporated
Mars Retail Group is a division of Mars, Incorporated. 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars’ first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the objective of creating a “mutuality of benefits for all stakeholders” – this objective serves as the foundation of Mars, Incorporated today. Based in McLean, Virginia, Mars has net sales of more than $33 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 72,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.
Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, KITEKAT®, BANFIELD® Pet Hospital and NUTRO®; Chocolate – M&M’S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® AND LIFESAVERS® mints. Food – UNCLE BEN’S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® and FLAVIA®; Symbioscience – COCOAVIA™ and WISDOM PANEL™.
For more information, please visit www.mars.com
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Designing the future. FITCH transforms consumer experience and accelerates business success. We deliver seamless solutions by combining the physical, human and digital elements of a brand to create unique experience signatures.
FITCH is a leading global retail and brand consultancy with an integrated offer of strategy, design and implementation, which enables us to deliver across all touchpoints. We do this for clients that include adidas, B&Q, Brown-Forman, Dell, H&M, Philips, P&G, and Sberbank. FITCH is a WPP company (NYSE). www.fitch.com