M&M’S UNVEILS FIRST AUSTRALIAN POP-UP STORE AT AUSTRALIAN OPEN

M&M’S Australia has unveiled its first local pop-up store at the Australian Open, to celebrate its new multi-year partnership.

M&M’S Australia has unveiled a fun, national-first retail activation at the Australian Open (AO), celebrating the brand’s new multi-year partnership as the Official Confectionery Partner of the AO.

Taking centre stage within the iconic precinct, M&M’S has launched Australia’s first-ever pop-up M&M’S store – the unofficial eighth store in the brand’s global portfolio.

Working with Clemenger BBDO, the colourful, immersive experience has drawn design and creative inspiration from the iconic M&M’S flagship stores in New York, London, and Shanghai.

The activation invites fans into a world of colour and fun, featuring interactive installations, limited-edition merchandise, and exclusive M&M’S customisation experiences.

Fans can create a digital ‘Ace Shot’ photo, plus create their own personalised mix-and-match M&M’S tube of chocolates.

“The Australian Open is the perfect stage for M&M’S to create moments of joy and connection, and we’ve been thrilled to help bring this partnership to life in a uniquely fun M&M’S way,” said Taryn Watson, Managing Partner, Clemenger BBDO.

“In close collaboration with M&M’S, we wanted to reimagine what a pop-up experience could look like – blending retail, entertainment, and storytelling to give tennis fans something they’ll remember long after match point.”

Anthony Jones, Group Creative Director at Clemenger BBDO, added: “This activation highlights the power of creativity and collaboration.

M&M’S is an iconic brand with a rich history of bringing fun and connection to people worldwide.

To translate that vision into something truly immersive at the Australian Open has been a fun journey, and we’re proud to see it come to life in such a bold way.”

Mars Wrigley’s Portfolio Director Michelle Gazzola said: “Partnering with the Australian Open has given us the opportunity to share M&M’S iconic personality with tennis fans and chocolate lovers alike.

The space is a celebration of fun, inclusivity, and the universal love of our brand, and Clemenger BBDO’s creative vision has been instrumental in realising this landmark moment for us.”

Fans are encouraged to visit the M&M’S retail space at the Australian Open precinct, open until January 26.

CREDITS:

Client – M&M’S

Ben Hill – Marketing Director

Michelle Gazzola – Portfolio Director

Deborah Tran – Senior Brand Manager

Anna Coldwell – Senior Activity Manager

Creative Agency – Clemenger BBDO

Chief Creative Officer – Adrián Flores

Creative Director – Anthony Jones

Managing Partner – Taryn Watson

Senior Producer – Katie Hood

Senior Account Director – James Hartnett

Head of Design – Sam McLennan

Senior Finished Artist – Chad Lippert

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