In another regional-first, Muscat Duty Free has proudly unveiled its brand-new M&M’S Experience-Led Shop-in-Shop in partnership with Mars Wrigley International Travel Retail – a first of its kind in the GCC.

Located in the departures area of Muscat International Airport, this latest innovative and engaging retail concept brings a refreshing approach to confectionery retail – one that highlights the fun and joy of the category experience. It features a unique eight-tube Pick & Mix wall, including a special white M&M’S edition, and a welcoming “Hi Muscat” photo point, creating a lively, interactive ambience that draws travellers in.

The concept is built around three key themes: Brand Partnerships, Customer Engagement, and Personalisation. The brand zone currently features the M&M’S × Kate spade New York collaboration, a limited-edition collection of handbags, jewellery, and accessories that reflects the shared spirit between the two brands. The collection, available only at select travel retail locations worldwide, adds a distinctive fashion element to the store blending confectionery and style in a way that feels both premium and fun.

At the centre of the space the “Playhub” offers a digital multiplayer game designed to engage travellers and create moments of enjoyment. The Gifting Station allows visitors to personalise their purchases with an Oman-themed sleeve, turning each item into a thoughtful keepsake that celebrates place and memory.

The new shop-in-shop reflects Muscat Duty Free’s ongoing focus on creating immersive retail experiences that deliver joy to passengers. Blending colour, play, and storytelling, it turns a simple purchase into a moment of joy, connection, and discovery leaving every visitor with a lasting memory of Muscat.