The last two years have been extremely challenging for retail brands, especially those that rely heavily on a physical high street presence. However, as we hope the worst of the pandemic recedes, the retail industry is bringing a freshness and creativity to the traditional store environment.

As technology advances at a gathering pace, some retail project managers have taken the ball and run with it. Instead of seeing digital innovation and online consumerism as a rival, they have sought ways to incorporate technology into their designs.

Consumers will always have an appetite to visit real-world spaces, and in future they can expect digital features to be seamlessly integrated with the experience, rather than just a tacked-on gimmick, Design Week explains.

A great example of this is the new M&M flagship store in Berlin. The colourful interior design is inspired by Berlin’s off-beat arts and entertainment scene, with ‘clubbing pods’ which allow visitors to experience a taste of the city’s celebrated nightlife. There is also a personalisation station, where customers can create their own ideal version of the sweet.

Heike Lommatzsch, portfolio director, said: “M&M’S believes in a world where everyone feels they belong and, as a brand, we think fun is the most powerful way to connect with others. The new Berlin store brings this purpose to life through visuals, graphics and language, and embraces the notion that all together we’re more fun, and individuality is celebrated.”

The store also boasts a Karaoke Garden, a graffiti wall, and a “Wall of Chocolate”, all designed for the perfect Instagram backdrop, thus helping to integrate the brand with social media. For those who are not able to visit the store in person, there is the opportunity to take a virtual walk through it on M&M’s website.

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