OMAN. Mars Wrigley International Travel Retail (ITR) has unveiled its latest M&M’S Experience shop-in-shop at Muscat International Airport, developed in partnership with Muscat Duty Free and ARI.
The M&M’S Experience concept is a travel retail format designed to create an engaging space that increases footfall, traveller interaction and average spend.
The Muscat location marks the third opening of the immersive confectionery concept in just four months, following its travel retail debut at Antalya International Airport. The first M&M’s Experience was the subject of a recent Moodie Davitt Spotlight Series eZine.
The M&M’S Experience Muscat introduces several new elements to the concept. A Pick & Mix wall features eight colourful M&M’S tubes, including a special white variant.
Above the space, a large LED canopy screen transforms the space into an animated, living display, immersing shoppers in dynamic M&M’S-branded visuals.
At the entrance, a playful ‘Hi Muscat’ display doubles as a photo opportunity. The TV display is integrated to the canopy above via synchronised animations which flow down to the ‘Hi Muscat’ screen.
The M&M’S Experience concept is anchored by three core pillars – Rotating Brand Partnerships, Interaction & Engagement, and Personalisation & Sense of Place – each expressed through distinct in-store touchpoints.
At Muscat, the Rotating Brand Partnership element comes to life through a dedicated display showcasing the M&M’S x kate spade new york collection. The playful capsule includes colourful leathergoods, jewellery and accessories. The upcoming M&M’S x Crocs collaboration is also set to arrive in the first half of 2026.
Interaction & Engagement is brought to life by the Playhub, a digital multiplayer zone at the heart of the shop. It features a digital multiplayer game which promotes fun and togetherness. The Playhub has proved to be a major engagement driver in previous locations, averaging over ten hours of daily playtime.
Personalisation & Sense of Place is reflected at a gifting studio, where travellers can customise purchases with travel retail-exclusive sleeves, including an Oman-themed version.
Complementing the M&M’S offering, the shop-in-shop features two dedicated Galaxy and two Snickers backwalls. The Galaxy walls present regional favourites, such as Galaxy Kunafa and Galaxy Dates, while the Snickers displays highlight Mars Wrigley ITR’s pouches, including Snickers, Bounty, Twix, Milky Way, Mars Minis and Celebrations.
“We’re excited to welcome the M&M’S Experience to Muscat International Airport,” commented Muscat Duty Free CEO Renat Rozpravka.
“It’s a bright, joyful space that brings fun and creativity to the airport journey. Travellers can enjoy a playful experience that captures the spirit of M&M’S while creating lasting memories in Muscat. It’s a wonderful addition that makes shopping here even more enjoyable.”
Mars Wrigley ITR Market Director An De Volder said: “We’re excited to bring the M&M’S Experience to Muscat International Airport, following our successful launches in Antalya and Jeddah.
“Muscat is rapidly becoming a key Middle Eastern destination, with passenger numbers rising +13% in 2023 and another +14% in 2024. In the Middle East, where gifting and memorable experiences are often integral to the culture, we believe our unique portfolio and experience-led retail concept will truly resonate with travellers in this vibrant market.
“The M&M’S Experience shop-in-shop, and its unique design, is the result of our joint collaboration with Muscat Duty Free and ARI,” added De Volder.
“Together we set out to deliver a standout shopping experience in a premium setting that shoppers will remember. This partnership reflects our shared view of where travel retail is headed: experience first. By combining our strengths, we are raising the standard in duty-free shopping and showing that the future of retail is about memorable experiences and meaningful connections”. ✈
Click here to read the Mars Wrigley Spotlight Series eZine on The M&M’S Experience
