M&M's Experience Arrives in London

With a strong and consistent brand now of utmost importance in today’s retail world, many companies are branching out into new and previously untested markets to develop their profile in different ways. M&M’s is no exception, and upon learning of its new London store, Fieldworks’ Simon Rowley was tempted in to sample the delights…

M&M’s Experience has offered its colourful charm at stores in New York, Orlando and Las Vegas for many years, but this month, it finally ventured outside of the US and opened a store in London’s Leicester Square. The mammoth 35,000 square foot store - which cost a whopping £10m - comprises four storeys and offers not only M&M’s confectionary but other brand-related merchandise, including clothing, kitchenware, bedding, jewellery and glassware. However, despite the vast range of items available, it’s by no means just a sales outlet.

Yes, the anticipated souvenir jars and Union Jack-branded packaging is available in abundance, but there is also a heavy emphasis on the ‘experience’ aspect too, with the facility effectively serving as a legitimate tourist attraction in its own right.

The multi-coloured outlet is decked out with larger-than-life M&M character models throughout the store, complete with a replica double-decker red London bus and other playful interactive elements. Trigger-happy tourists have a wealth of photo opportunities, and it was very apparent that there were as many ‘experience visitors’ in-store as there were ‘customers’ (although one would seamlessly blend into the other without necessarily noticing, such is the way the store is structured).

The assortment of merchandise ranges from novel to bewildering. The confectionary line itself is expansive - but anticipated - whereas the chopsticks, ear buds and chef aprons must seem a little far-fetched even for the most loyal M&M’s enthusiast.

The store and the experience is clearly a major hit. The checkout lines were densely populated at all times during my visit, and the number of visitors admiring the exhibits and interactive elements was also substantial. Attention to detail is out in full force too, with menacing security staff crashing back down to earth by virtue of vibrant M&M’s designer ties.

In amidst the melee, I failed in my task of locating an original, traditional sized packet of M&M’s, but this speaks volumes about the brand’s capacity. To be able to deliver a first-rate experience such as this, without any reliance on its flagship product, proves that they’ve produced a worthwhile experience that matches its customer’s needs whilst simultaneously progressing the brand to new heights.

Published July 2011