Editor’s Choice I
M&M’S Experience brings colour and creativity to Muscat International Airport
These pages spotlight standout openings, activations and experiences redefining luxury in travel retail. We start with Mars Wrigley ITR bringing a sense of joy to the airport journey with its M&M’S Experience in Muscat.
Mars Wrigley International Travel Retail (ITR) has unveiled its latest M&M’S Experience shop-in-shop at Muscat International Airport, developed in partnership 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, traveller interaction and average spend.
The Muscat location marks the third opening of the immersive confectionery concept in just four months, following its travel retail debut at Antalya International Airport. The first M&M’S Experience was the subject of a recent Moodie Davitt Spotlight Series eZine.
The M&M’S Experience Muscat introduces several new elements to the concept. A Pick & Mix wall features eight colourful M&M’S tubes, including a special white variant. Above the space, a large LED canopy screen transforms the space into an animated, living display, immersing shoppers in dynamic M&M’S-branded visuals.
At the entrance, a playful ‘Hi Muscat’ display doubles as a photo opportunity. The TV display is integrated to the canopy above via synchronised animations which flow down to the ‘Hi Muscat’ screen.
The M&M’S Experience concept is anchored by three core pillars – Rotating Brand Partnerships, Interaction & Engagement, and Personalisation & Sense of Place – each expressed through distinct in-store touchpoints.
At Muscat, the Rotating Brand Partnership element comes to life through a dedicated display showcasing the M&M’S x kate spade new york collection. The playful capsule includes colourful leathergoods, jewellery and accessories. The upcoming M&M’S x Crocs collaboration is also set to arrive in the first half of 2026.
“We’re excited to welcome the M&M’S Experience to Muscat International Airport,” commented Muscat Duty Free CEO Renat Rozpravka.
“It’s a bright, joyful space that brings fun and creativity to the airport journey. Travellers can enjoy a playful experience that captures the spirit of M&M’S while creating lasting memories in Muscat. It’s a wonderful addition that makes shopping here even more enjoyable.”
The Playhub invites travellers to take part in a digital multiplayer game, turning browsing into a shared experience
The ribbon-cutting was led by (from left) Muscat Duty Free Head of Retail Mauro Franco; Muscat Duty Free CFO Suresh Gudepu; Muscat Duty Free CEO Renat Rozpravka; Chief Guest; Muscat Duty Free CPOO Aisha Al Habsi; Mars Wrigley ITR Channel Developments Head ME & Asia Rania Abou Hussein; Muscat Duty Free CCO Faiz Khan; Mars Wrigley ITR Global Account Manager Reinout Verhelst; and Muscat Duty Free Marketing Specialist Rawiya Al Busaidi
The multi-sensory concept is designed to drive incremental value for retail partners
Comment: This launch underscores Mars Wrigley ITR’s commitment to blending global brand storytelling with local resonance. The M&M’S Experience demonstrates how confectionery can evolve into a lifestyle-led, collectible category in travel retail.
The shop-in-shop not only amplifies dwell-time engagement but also sets a new benchmark for how technology, playfulness and cultural context can converge to deliver meaningful moments for travellers.
Mars Wrigley ITR Market Director An De Volder said, “Muscat is rapidly becoming a key Middle Eastern destination, with passenger numbers rising +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 travellers in this vibrant market.”
An eight-tube Pick & Mix wall, featuring special white M&M’S, adds a vivid touchpoint to the store
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Partner’s message
The Moodie Davitt eZine
Issue 348 | 10 November 2025
The Moodie Davitt eZine is published 6 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please email kristyn@moodiedavittreport.com