Mars Wrigley ITR sets new benchmark for experience-led travel retail in the GCC with M&M’S Experience at Muscat Duty Free

Mars Wrigley International Travel Retail Mars (Mars Wrigley ITR) has announced the opening of its third M&M’S Experience shop-in-shop in the last four months, located in the duty free zone of Muscat International Airport. The new shop-in-shop is developed in collaboration 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, traveler interaction and average spend.

“We’re excited to bring the M&M’S Experience to Muscat International Airport, following our successful launches in Antalya and Jeddah,” says An De Volder, Market Director at Mars Wrigley ITR. “Muscat is rapidly becoming a key Middle Eastern destination, with passenger numbers rising by 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 travelers in this vibrant market.”

The M&M’S shop-in-shop in Muscat introduces design features unique among existing M&M’S Experience locations. A striking Pick & Mix wall of eight colorful M&M’S tubes, including special white colored M&M’S. Above the space, a large LED canopy screen transforms the store into a living display with animated, M&M’S branded content that draws travelers in. At the entrance, a “Hi Muscat” feature offers a photo opportunity with its integrated TV display visually connected to the canopy above. Animated visuals flow from the canopy down into the “Hi Muscat” screen, creating a seamless, eye catching link that captures attention.

The M&M’S Experience concept is built around three foundational pillars: Rotating Brand Partnerships, Interaction & Engagement, and Personalization & Sense of Place. The brand partnership element in Muscat is brought to life through a rotating brand collaboration display positioned at the front of the shop to attract passing shoppers and features the M&M’S x kate spade new york collection. The limited-edition collection includes playful and colorful leather goods, jewelry and accessories. The newly launched M&M’S x Crocs collection, is planned to be available in the first half of 2026.

The interaction & engagement element is reflected in the Playhub, located at the center of the space, helping transform it into an active experience destination. The Playhub features a digital multi-player game designed to spark fun and togetherness. Data from earlier M&M’S Experience locations shows that the Playhub is an effective feature for driving footfall, with a daily average of more than 10 hours of playtime.

The personalization & sense of place component is expressed through a gifting studio where travelers can customize their purchases with a travel exclusive sleeve. The design references Oman, giving travelers a personal and location-specific keepsake to take home. The shop-in-shop also features two dedicated Galaxy branded backwalls offering local favorites such as Galaxy Kunafa and Galaxy Dates, alongside two Snickers branded backwalls featuring Mars Wrigley ITR’s popular bars and pouches such as Snickers, Bounty, Twix, Milky Way and Mars Minis as well as Celebrations.