M&M'S Experience debuts at Palma de Mallorca Airport
The travel retail of Palma de Mallorca airport is enriched with a new experience in the name of colour, fun and involvement of Travellers. Avolta, in collaboration with Mars Wrigley, has inaugurated the new M&M'S Experience store, a space designed to transform the purchase of sweets into a moment of entertainment and discovery along the airport route.
With an area of more than 40 m², the store is the largest M&M'S Experience store to date in the world. The opening also marks a new milestone in the collaboration between Avolta and Mars Wrigley, following the format's debut in São Paulo last May.
The concept aims to go beyond the traditional logic of the store, integrating elements of immersive retail, personalization and digital interaction. Key attractions include You & Who, a digital messaging activation that allows Travellers to create and share personalised messages, making the experience more participatory and memorable.
Another central element is the Play Hub, an interactive area designed to stimulate engagement with the brand and offer passengers a moment of entertainment while waiting at the airport. The space also hosts limited-edition rotating collaborations and collections, including M&M'S x Kate Spade New York and M&M'S x Crocs, reinforcing the link between confectionery, lifestyle and pop culture.
The opening in Palma de Mallorca confirms the growing attention of travel retail towards experiential formats capable of generating value beyond the simple transaction.
