Magnum Pleasure Store opens in Covent Garden

Magnum has launched a dipping bar in Covent Garden (image: pleasurestore.mymagnum.co.uk)
Magnum has launched a dipping bar in Covent Garden (image: pleasurestore.mymagnum.co.uk)

Ice cream brand Magnum opened the doors to its Magnum Pleasure Store concept at London's Covent Garden on Wednesday (1 July), where it will remain until 30 August.

Central to the store is the Magnum dipping bar, where Pleasure Makers dip each individual ice cream into chocolate, and customers can choose from toppings including rose petals and black lava sea salt. 

Each bespoke ice cream will then receive a drizzle of chocolate and a classic M coin decoration to finish. 

The pop-up features both seating and standing areas, enabling customers to enjoy their creation in-store or take it away with them. 

Magnum has teamed up with fashion designer Holly Fulton, who has devised a limited edition Magnum-inspired necklace to commemorate the store's opening. 

A total of 60 necklaces will be given away via social media competitions and prize draws throughout July and August. 

To celebrate its 25th birthday last year, the brand launched its Make My Magnum dipping bar experience within Selfridges, which travelled to countries including Australia, Brazil and China.

It also hosted a street party complete with a 25-station dipping bar as part of the celebrations, and in May of this year the brand brought its one-day celebration back to London's Regent Street.

More: Magnum launches immersive experience at Selfridges department store

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