Creating Emotional Connections with Travellers

In an increasingly competitive travel retail environment, capturing passengers’ attention and creating emotional engagement has become a key challenge. To strengthen its presence in duty free and build an authentic connection with travellers, M&M’s chose Zurich International Airport as its stage for expression.

The objective: to go beyond the simple act of purchase by offering much more than a checkout moment. Through the installation of its colourful and immersive universe, M&M’s transforms the airport space into a true experiential stage, where every waiting moment becomes an opportunity for entertainment, discovery, and emotional connection.

 

An Immersive and Iconic Brand Space

To meet this challenge, the brand relied on the expertise of GLOBE TRAVEL RETAIL, a specialist in experiential activations in airports. Together, we designed a unique concept: an immersive pop-up podium that reinvents the codes of duty free shopping.
Conceived as a playful and interactive experience, this activation builds on:

  • Personalisation of the customer journey, to strengthen brand attachment.

  • Visual impact through M&M’s vibrant colours and iconic characters.

  • Emotional engagement, transforming a transit space into a place of encounter and entertainment.

A Standout Brand Activation in Travel Retail

The immersive podium deployed in Zurich immediately captured the attention of international passengers. This activation showcases M&M’s ability to reinvent itself in retail, combining entertainment, brand love, and commercial performance.
By creating a friendly and interactive experience, the brand successfully built a strong connection with travellers, reinforcing its visibility within airport stores.

This project positions M&M’s as a key player in the airport customer experience, demonstrating that travel retail is no longer just a sales space, but a true stage for emotions and interactions.