TÜRKIYE. Mars Wrigley International Travel Retail has inaugurated the M&M’s Experience concept at Antalya International Airport in partnership with ATÜ Duty Free, a joint venture between TAV Airports and Gebr Heinemann/Unifree Duty Free.
The M&M’s Experience concept is built around three pillars aimed at enhancing the travel shopping experience. The first focuses on personalisation and sense of place, offering custom gift options and location-themed packaging.
The second pillar emphasises interaction and engagement through gamified elements and digital content to encourage play and participation.
The concept is rounded up with brand partnerships, including limited-edition collaborations aimed at appealing to younger travellers, particularly Millennials and Gen Z.
Mars Wrigley International Travel Retail Market Director An De Volder said, “Millennials and Gen Z travellers, who now make up 42% of global passengers, are looking for more than just products; they want experiences.
“The M&M’s Experience concept delivers exactly that: a memorable retail moment that surprises travellers at just the right time. This audience is more impulse- and experience-driven, and we aim to meet their needs with the right offer, at the right moment, at the right price.”
Antalya Airport recently expanded its terminal and airside areas through an €850 million investment. Operated by the TAV Airports and Fraport joint venture, it handled a record 38 million passengers last year.
The M&M’s shop-in-shop aims to reach a broad mix of travellers amid the airport’s increased capacity and footfall.
De Volder added, “We are grateful to our partner Gebr. Heinemann and ATÜ Duty Free for their support in making the M&M’s Experience shop-in-shop in Antalya a reality.
“The opening marks a significant milestone, driven by a shared strategic vision to transform travel time into valuable time and a collaborative approach to reimagining the airport retail experience.
“Together, we not only want to demonstrate how experience-led travel retail can inspire and engage travellers but also increase conversion and footfall in the snacking category by creating memorable shopper and brand experiences with M&M’s.
“The Antalya shop-in-shop is just the beginning; we have more exciting plans and openings happening in the future that will evolve the confectionery shopping experience in international travel retail.”
Gebr. Heinemann and ATÜ Duty Free collaborated on the layout and execution of the M&M’s Experience, incorporating its three core elements.
The design considered passenger flow, with features such as a personalisation display and a Playhub placed in high-traffic areas to draw travellers. The Playhub incorporates a digital multiplayer game, adding an interactive element to the space.
At the centre of the shop-in-shop, a display showcases the limited-edition M&M’s x Kate Spade New York collection, featuring candy-themed handbags, jewellery and accessories.
The collaboration links the worlds of confectionery and fashion, and is part of a rotating series of brand partnerships introduced by Mars Wrigley to offer varied and eye-catching product ranges.
ATÜ Duty Free President & CEO Ersan Arcan said, “At ATÜ Duty Free, we are always striving to enrich the airport retail experience and create memorable moments for travellers.
“This project with Gebr. Heinemann and Mars Wrigley ITR showcases how strong partnerships can bring bold, engaging concepts to life.
“The M&M’s Experience shop-in-shop in Antalya sets a new benchmark in interactive confectionery retail, and we’re proud to be part of a collaboration that turns innovation into commercial success.”
Gebr. Heinemann Head of Buying Confectionery & Food Ole Becker commented, “The new M&M’s Experience shop-in-shop in Antalya is a great example of what can be achieved through strong collaboration and a shared vision.
“Together with our trusted partner ATÜ Duty Free and Mars Wrigley ITR, we have created a retail experience that truly resonates with travellers, inviting them to stop, explore and engage. Concepts like this don’t just enhance the customer journey – they help us turn travellers into shoppers.” ✈
