M&M'S Shanghai Disney Town

Envisioned for Shanghai Disney Town, M&M’S FunKind Factory was a concept for the brand’s first experiential flagship. The brief was not just to design a store, but to prototype a new physical expression for M&M’S as it rethought its global retail fleet. The challenge was to create an experience rooted in the brand purpose: making everyone feel they belong through the power of fun.

I translated the narrative platform into a spatial and emotional journey. The concept imagined a fictional candy factory run by the M&M’S characters, powered by personality rather than machines. Flowing colorful tubes became the connective tissue of the space, guiding guests through moments of curiosity, entry, interaction, customization, and exit. I shaped the layout, journey, interaction moments, spatial design, and guest experience, working closely with strategy, visual design, and retail operations.

The concept turned the flagship into a story guests could move through, touch, trigger, and personalize. It made fun feel physical and participatory, transforming retail into a scalable world of belonging, surprise, and delight.