 |
Mars International Travel Retail (MITR) has launched its eighth M&€™s Travel Retail store at Paris-Charles de Gaulle with LS travel retail and Aéroports de Paris.
MITR Marketing Director Lieke Duijmelings said: “We are extremely pleased to announce the opening of our eighth International M&M’s Travel Retail store. LS travel retail has proven to be a fantastic retail partner and highly supportive in helping us achieve our goal of increasing shopper engagement.
“In retail the experience is everything. We want to build a reputation, not just for an outstanding operational experience, but an outstanding retail experience as well. Our new store is well on the way to providing the perfect interactive retail experience, and with our current stores having proven to be highly success we have high expectations that this store’s success will exceed. For MITR, we see the opening of M&M’s shops as one of the great vehicles for longer term strategic partnerships with both airports and retailers.
“We want to give travellers an unforgettable shopping experience when they travel; we believe that the Paris shop will not only help to engage more strongly with existing shoppers, but we also seduce non-shoppers by enticing them to interact with the M&M’s characters and learn about their individual story.”
The 116sq m space in Terminal 2A features M&M’s characters and a “˜gourmet’ souvenir of Paris in the form of a blue, white and red M&M’s bag. The concept store is laid out in M&M’s colours: red, yellow, green, blue and orange.
For the first time in an airport, passengers will be able to pick “˜n’ mix from the “˜wall of colour’ dispensers throughout the store. Other items available include accessories and souvenirs such as mugs, t-shirts and baby clothes.
 |
Bonjour mes amis! M&M’s characters welcome passengers to the new concept store by Aéroports de Paris and LS Travel Retail at Paris-Charles de Gaulle Airport |
The entrance features a replica Arc de Triomphe, with one M&M’s character with a French flag and the other holding a French baguette. Décor elements resembling Parisian architecture such as lights and digital screens in the form of iconic Morris columns can be found throughout the store.
The space also features different M&M’s characters placed in a location in the capital, illustrating typical Parisian scenes such as the painters of Montmartre, shopping in the grand avenues and a tourist with a map in their hand.
 |
The concept store offers passengers the opportunity to pose for a ‘selfie’ with one of the M&M’s characters in a typical Parisian scene such as the painters of Montmartre |
Next to each character, there is a space for passengers to take their photo, inviting them to engage with the space and share their experience on social media.
Lagardère Services CEO Dag Rasmussen said: “We are very excited to be at the heart of this innovative experience, offering travellers a unique concept store to magnify the legendary Mars products. This is a great illustration of our long-term partnership with the famous brand and with Aéroports de Paris.”
ADP Retail Director Mathieu Daubert added: “We are delighted to be the first airport in France to welcome a concept store like M&M’s and the only one in the world to offer our passengers the chance of making their selection from the legendary “˜wall of colour.’ The aim is to surprise our travellers, both big and small, and offer them a final deliciously amusing image of Paris and France.”
