Magnum extends Pleasure Store opening into September

The store features a dipping station where guests can personalise their ice creams
The store features a dipping station where guests can personalise their ice creams

Ice cream brand Magnum has announced its Pleasure Store concept will remain open until 13 September, two weeks later than originally planned.

The pop-up is located in London’s Covent Garden. The space has been designed around a central dipping bar, where guests can create their own personalised Magnums from a variety of toppings.

The store also features a display of Magnum artworks that have been inspired by the Unilever brand’s new Pink Raspberry and Black Espresso varieties.

The store was originally set to close its doors after nine weeks on 30 August.

Nicola Rolfe, brand manager at Magnum, said: "The Magnum Pleasure Store has proven to be immensely popular over the summer and, as a result, we have made the decision to keep the store open for a further two weeks until 13th September.

"We hope this extension will allow enough time for pleasure seekers to visit the Magnum Pleasure Store and enjoy their own personal, freshly dipped Magnum."

It is the second year the company has hosted the pop-up. While no visitor numbers have been released yet, 2014's installation in London's Selfridges saw approximately 50,000 consumers interact with the experience.

Check out photos from the pop-up in Event's story from July.

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