Magnum to return to Regent Street for day-long launch

Magnum took over the retail district in July 2014
Magnum took over the retail district in July 2014

Magnum has announced it will host a shopping day on Regent Street for a second year to celebrate the launch of two new ice creams.

The event will take place on 31 May, ahead of the shopping district’s Summer Streets event series in July. Regent Street will be closed to traffic throughout the day.

Magnum promises an activity-filled day for guests to celebrate two different sides of a shopper’s personality: Playful Pink and Sophisticated Black. The themes have been inspired by the Unilever brand’s two new offerings, Pink Raspberry and Black Espresso.

Last year saw Magnum celebrate its 25th birthday on Regent Street. The event centred around a 25 station-dipping bar, which let consumers create their own bespoke ice cream, and a custom-made line of dresses created by designer Henry Holland.

Regent Street has also announced it will host a food event in August, a fashion and design month throughout September and a motor show on 31 October. It has partnered with the Royal Institute of British Architects to create a number of bespoke installations for stores in September, while the NFL will return for a day of celebrations on 25 October.

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