It's back! Magnum's 'Design Your Own' pop-up shop is back for (I think) the sixth year, this time open daily from 1st July to 31st August 2019, at 52 Regent Street, very close to Piccadilly Circus station. Go to get your very Instagram-friendly bars, created by staff to your own specifications. I will try to visit this as soon as I can!
"Magnum ice cream, the champion of true pleasure, will soon open its doors to a haven of chocolate and ice cream indulgence, with the launch of its annual Magnum Pleasure Store pop up on London’s Regent Street. As the authority on a pleasure so good it’s worth letting go for and break free from whatever is holding you back, this year’s Magnum store pays homage to uninhibited, true pleasure. With the stunning space designed to inspire people to live fearlessly and liberate themselves from whatever is holding them back, the Magnum Pleasure Store will provide a more decadent and extravagant experience than ever before with a host of surprise moments. The ‘True to Pleasure’ movement will be kicked started with a launch party curated by Sink the Pink, the LGBTQI+ collective changing UK club culture, who will bring to the store their bold and uninhibited ethos for a night of true unadulterated pleasure.
Offering complimentary admission, throughout the summer the Magnum Pleasure Store will inspire visitors to stand up for and embrace their true pleasure, serving indulgent ice creams and hosting a series of empowering events. From the 11th July a selection of signature ice cream collections will be on offer, including a range of four fabulous flavours in collaboration with Sink the Pink: Sink the Pink, That’s What She Said, Show Me Your Nuts and Blondes Have More Fun.
The bespoke ice creams will be on the menu throughout the store’s opening. Customers at the much-anticipated summer pop up can enjoy a pleasure-packed experience at the iconic Magnum dipping bar, as well as the chance to create their very own bespoke Magnum via interactive ice cream look books. Whether choosing a milk, white or dark chocolate Magnum, or one of the limited-edition creations, customers will then be able to choose their own selection of tempting toppings, such as black lava sea salt, cornflower petals and caramel fudge pieces. Each individual creation will be perfected with a drizzle of chocolate and the finishing touch; a classic M coin decoration with prices starting from £5.90.
Decorated in bold Magnum style, the Pleasure Store is for the first time debuting the Play Room, a space designed for exploration and delight. Also available inside this paradise of pleasure is an ice cream wheel of pleasure and a variety of one-of-a-kind photo booth cabins, where pleasure seekers are invited to snap and share themselves enjoying a true moment of pleasure with the hashtags #magnumldn and #truetopleasure. What’s more, a series of competitions being run in store throughout the summer offers guests the chance to win a variety of pleasurable prizes.
Visitors to the Pleasure Store looking for the ultimate ice cream and chocolate pleasure experience, can book the Magnum Chef’s Table. The VIP experience will give pleasure seekers the opportunity to get hands on and dipping, and crafting, their very own indulgent creation – also giving visitors the chance to discover more about the craftsmanship that goes into each Magnum ice cream, from bean to bite.
Throughout July and August, the spectacular space will also play host to a thoughtfully curated programme of creative and cultural events, including a series of intimate masterclasses featuring a line-up of trailblazers fearlessly doing it their way, for Londoners to enjoy throughout the summer."
When - Monday, 1st July – 31st August
Sunday - Wednesday: 11am-8pm
Thursday - Saturday: 11am-11pm
Where - Magnum Pleasure Store, 52 Regent Street, W1D 5BX
Link 1 - Magnum Pleasure Store
Link 2 - Magnum on Instagram
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