Mars M&M’S at Disneytown Shanghai

Overview

Opportunity

Solution

Impact

Team

A dynamic, immersive retail experience at Disneytown Shanghai transforms the iconic M&M’S brand into a layered journey of color, movement, and theatrical discovery.

Location

Shanghai, China

Client

Mars

Expertise

Retail & Consumer Experience Brand Design Digital Experience Design

Opportunity

The store design translates the brand’s belief that “It’s more fun together,” into an immersive brand environment centered on color, connection, and playful discovery.

As global brands expand into major cultural capitals, retail spaces are increasingly expected to function as immersive destinations rather than transactional environments. In cities like Shanghai, digitally fluent audiences gravitate toward environments that blend entertainment, storytelling, and shareable moments. Experiential flagships have become critical tools for global brands entering new markets, differentiating them while acting as cultural touchpoints that communicate identity, values, and relevance.

Why This Matters

01
White Canvas for a Colorful World
The design began as a blank canvas to amplify the brand’s vibrant palette, using modular merchandising systems to support evolving products and storytelling.
02
Interactive and Architectural Elements
Signature M&M’S store elements were seamlessly woven into the environment to encourage participation and celebrate recognizable moments.
03
Match the Surrounding Ecosystem
The intimate Disneytown Shanghai store needed to complement the surrounding Disney entertainment atmosphere while also differentiating itself from the other location in downtown Shanghai.

FPO Quote

Solution

Iconic yet adaptable architectural elements were developed from the brand’s core assets, colors, candy forms, and character personalities.

The Disneytown Shanghai store reimagines retail as a theatrical journey driven by color, movement, and sensory discovery. Architectural forms, lighting, and digital media reinterpret the geometry and personality of M&M’S, guiding visitors through a clear yet playful sequence. Sculptural elements, interactive installations, and flexible merchandising zones create rhythm and surprise, while a centralized dispenser wall anchors the experience as a focal point.

The store redefines how the M&M’S brand engages with audiences in China, turning a retail setting into an experience that fosters curiosity and nostalgia.

The design strengthens the brand’s presence in a competitive market and supports long-term adaptability through modular elements that can evolve with future storytelling and product narratives.

What Changed Because of This

01
Canvas for Creativity
The new location positions the store as an expressive platform for connection, joy, and cultural engagement.
02
Symphony for the Senses
By designing a sensory journey, customers are enveloped in an immersive experience of the beloved candy and excitement of building your own bag of sweetness to take home.
03
Digital Gateway
The design integrates a first-of-its-kind AR game that extends the experience beyond the walls and leverages the surrounding Disney entertainment atmosphere to blend physical and digital.

Team

Project Leadership

Tyler Winograd

Tyle leads an interdisciplinary team that creates retail and consumer experiences designed to strengthen brands, deepen engagement, and deliver measurable business impact.

[FPO] Na Kim

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FAQ

01

How Many M&M’S Locations Are There in Shanghai

Shanghai is the only city in the world with two M&M’S retail locations: the flagship store on Nanjing East Road and a newer location at Disneytown Shanghai.

02

How many M&M’S stores are there in the world?

There are eight official M&M’S store locations in the world, featuring flagship experience stores in major global entertainment and shopping districts.

03

What makes M&M’S store at Disneytown in Shanghai special?

The M&M’S store in Disneytown at Shanghai Disneytown is special because it is the first M&M’S location globally to integrate augmented reality (AR) technology and the second M&M’S location within the Disney ecosystem.

04

Do all M&M’S stores have the same features?

No, they do not have the same features. While they share core elements like brand-driven architectural moments, they feature different interactive experiences for customers as well as unique and adaptable merchandising platforms.

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Related Expertise

Retail & Consumer Experience Brand Design Digital Experience Design

A dynamic, immersive retail experience at Disneytown Shanghai transforms the iconic M&M’S brand into a layered journey of color, movement, and theatrical discovery.

The store design translates the brand’s belief that “It’s more fun together,” into an immersive brand environment centered on color, connection, and playful discovery.

Why This Matters

Iconic yet adaptable architectural elements were developed from the brand’s core assets, colors, candy forms, and character personalities.

The store redefines how the M&M’S brand engages with audiences in China, turning a retail setting into an experience that fosters curiosity and nostalgia.

What Changed Because of This