Mars Wrigley International Travel Retail (MWITR) has introduced an immersive shop-in-shop in the duty free area of Turkey’s Antalya International Airport.

The new store, delivered in collaboration with ATÜ Duty Free – the Gebr. Heinemann/Unifree Duty Free and TAV Airports joint venture – dovetails with the announcement of MWITR’s M&M’s Experience Concept, which is being positioned as a new initiative to enhance the travel experience.

In Antalya, the partners worked on the execution and layout, bringing the M&M’s Experience concept to life via a trio of elements.

These include an appealing design to lure travellers into the space and features like the personalisation display and Playhub, situated at high-visibility hotspots.

The Playhub includes an interactive digital multi-player game for an added layer of fun.

Located at the centre of the shop-in-shop, the display draws attention to the limited-edition M&M’s x Kate Spade New York collection of sweet-themed leather handbags, jewellery and accessories.

The M&M’s Experience shop-in-shop in Antalya is the first in a series of M&M’s Experience stores to launch in various formats and locations in the future.

The partnership marries two established brands across the worlds of confectionery and fashion.

Brands will feature on rotation as part of MWITR’s strategy to deliver memorable brand experiences and a portfolio designed to deepen connections with consumers.

In addition, an eye-catching M&M’S tin wall serves as an aesthetically strong feature to further captures shoppers’ interest.

An eye-catching M&M’S tin wall serves as a strong visual feature to attract shoppers’ interests.

This M&M’s Experience concept is based on three pillars: The Personalisation and Sense of Place pillar focuses on offering gifting options and locally inspired ‘sense of place’ sleeves, among others, for a personal touch.

The Interaction & Engagement pillar introduces gamified experiences and digital content that reflects M&M’S value of ‘More Fun Together’, encouraging travellers to engage, play and have fun.

The Brand Partnerships pillar features rotating limited edition brand collaborations that resonate and deepen the connection with shoppers, particularly with millennials and Gen Z travellers.

“Millennials and Gen Z travellers, who now make up 42% of total global passengers, are looking for more than just products; they want experiences,”said An De Volder, Market Director at Mars Wrigley International Travel Retail.

“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.”

Ersan Arcan, President & CEO, ATÜ Duty Free added: “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.”

Ole Becker, Head of Buying Confectionery & Food, Gebr. Heinemann, 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.”