The design duo, famous for their work with jelly, have partnered with digital artist Matt Pearson on the campaign, which kicks off in Italy tomorrow (20 April) and will arrive in the UK this summer.
Inside the Pod, consumers will be given one of the new ice creams to enjoy. As they eat, their pleasure measurements will be captured and turned into visual animations and colours that will be projected onto the surrounding walls of the Pod, until the experience finishes and a personalised ‘Pleasure Portrait’ is created.
Sam Bompas said: "The Magnum Infinity Pleasure Pod has been our greatest adventure yet. It represents the world's first bio-responsive food installation. At Bompas & Parr, we try to get people to think hard about what they put in their mouths. Creating the Magnum Infinity Pleasure Pod is the ultimate realisation of this. The act of eating itself generates a unique artwork."
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