Mondelēz World Travel Retail (WTR), in partnership with Avolta, has launched a “Beach Club” shop-in-shop concept at Palma de Mallorca Airport. Inspired by the relaxed atmosphere of the popular Mediterranean island, the space brings together Mondelēz’s iconic brands – Toblerone, Milka, Oreo, Cadbury, Daim and Suchard – in a multisensory retail environment designed to encourage discovery and engagement.
Recording nearly 34 million passengers in 20251, Palma de Mallorca Airport represents a high-value travel hub that enables Mondelēz to significantly enhance brand penetration and deepen emotional consumer engagement through experiential retail. With nearly one in three travel retail shoppers worldwide now open to making purchase decisions in the moment, heavily influenced by the environment,2 the Beach Club concept was designed to capture the spirit of a summer getaway and capitalize on the relaxed holiday mindset of travelers who are more open to exploring brands.
The shop-in-shop follows a “one concept, one destination, multiple brand stories” approach, bringing together Mondelēz’s portfolio within a cohesive beach club setting. Wooden-style gondolas recreate the relaxed aesthetic of a Mediterranean beach club, while each brand introduces its own distinctive elements within the shared space.
At the entrance of the space, a flexible multi-functional table supports gifting opportunities, tastings and brand activations, while a digital screen showcases storytelling content highlighting limited editions, innovations and new products. Throughout the shop-in-shop clear product navigation and impactful displays make it easy for travelers to browse the range, discover different brands and flavors, and find the right product for gifting or personal enjoyment.
Toblerone’s wall bay is integrated into beach parasols and features a personalization printer, allowing travellers to create a customized Toblerone bar as a keepsake or gift. Oreo’s gondola takes the shape of a playful boat installation designed to catch the eye and encourage interaction, while Milka’s space features its iconic cow surrounded by beach-themed accessories such as floats, buckets and spades – creating a lighthearted, family-friendly element.
Beatriz de Otto, Senior Manager Customer Marketing, Mondelēz World Travel Retail, said: “Palma de Mallorca is a destination where travelers typically are in a relaxed mindset, making it an ideal environment for experiential retail. With the Beach Club shop-in-shop, we wanted to reflect the spirit of the island while creating a space that naturally draws shoppers into the confectionery category. By bringing together some of Mondelēz’s most loved brands in a playful, destination-inspired setting, we’re able to encourage exploration, create memorable brand moments and make it easier for travellers to discover products they might not have planned to purchase.”
The Beach Club concept reflects Mondelēz WTR’s continued focus on experiential retail, using engaging design and strong brand storytelling to attract travellers, encourage exploration and strengthen emotional connections with its brands. By creating a playful, destination-inspired environment, the shop-in-shop is designed to boost overall store traffic while making it easier for travelers to engage with the category
