With the sweltering temperatures in London, we really need to cool down. And what better way than to visit the Magnum Pleasure Store in Convent Garden (as if we needed an excuse, really!).
Back for another year, this time in a collaboration with Moschino Creative Director Jeremy Scott, this colourful, vibrant and uber indulgent pop-up shop gives those seeking a bit more than your average ’99’ the chance to design a luxury, personalised Magnum, with double dipping allowed!
Entering the store, you’re greeted by a ‘Pleasure Maker’, who’s on hand to design your Magnum exactly the way you want it at the special ‘dipping bar’.
Starting off with a plain vanilla un-dipped ice cream you choose a single dip of Magnum’s milk, white or dark chocolate followed by layer of ingredients. Choose your weapon – cookie crumble, freeze dried raspberries, nuts, black lava sea salt, hibiscus petals… you name it, they’ve got it! Then you can opt to have another cheeky dip after that… don’t mind if we do.
Drizzle with your choice of chocolate, top with a Moschino pink chocolate button and it’s off to the Instagram booth to share your creation with the world at #MAGNUMLDN.
Not just an ice cream shop, the whole brand experience is one of pure indulgence designed to reflect the brand’s luxury values – and wow your senses. Gorgeous ice cream diamante sculptures inspired by famous fashionistas adorn the space, along with inspirational neon quotes on the walls. And if you want to wear your experience long after you’ve eaten your creation, there’s even a range of Moschino X Magnum tote bags designed by Jeremy Scott available to buy.
With prices starting from £5.50 for the ice creams and around £200 for the bags, this isn’t a cheap treat, but it’s a brilliant brand extension for Magnum, made even more desirable by the tie-in with Moschino, and clearly cements them as the leader in premium ice cream.