M&M World London — Commercial Event Photography
Exclusive commercial photography for M&M World London's unveiling of the world's largest chocolate wall — early morning access to the store before opening, capturing the installation, the moment of reveal, and the reactions of the first visitors.
Results
Commercial Photography for M&M World London
Not every photography brief starts at a normal hour. This one started in the middle of the night.
Thinksay was commissioned to photograph M&M World London’s unveiling of what was at the time the world’s largest chocolate wall — a genuinely spectacular installation that required equally spectacular photography to do it justice.
The Brief
The brief had two distinct phases. First: exclusive pre-opening access to the store in the early hours of the morning, before any members of the public arrived. The chocolate wall needed to be photographed at its pristine best — the full scale of it, the detail, the spectacle — without the complication of crowds.
Second: the moment of reveal itself. As London woke up and M&M World opened its doors, we were on hand to capture the reactions of the first visitors as they saw the wall for the first time. Those candid moments — the expressions of genuine awe and delight — were as important to the brief as the installation photography.
The Approach
Arriving in the witching hour with the city still quiet, we had the run of the store. That kind of access is rare and valuable — it allowed us to work methodically through the space, exploring angles and lighting without time pressure, getting the shots that would have been impossible once the public arrived.
As dawn broke and the first visitors came in, the brief shifted gear entirely. This was event photography at its most spontaneous — fast-moving, reaction-led, looking for the moment before it disappeared. Children seeing the wall. Adults getting their phones out. The sheer scale of it landing on people who had no idea what to expect.
The Outcome
The final library of 243 images covered every phase of the event: the installation in its pre-opening stillness, the behind-the-scenes preparations, the arrival of the first visitors, and the range of reactions that made the story complete. The images were delivered for commercial and PR use across M&M World’s channels.
It’s not every day you get to photograph the world’s largest chocolate wall at 3am. We thoroughly enjoyed every minute of it.
The Photography
If you need photography for a product launch, event or brand moment — however unusual the brief — let’s have a conversation.
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