The event will be held from 12-7pm on 31 May, closing the shopping district off to all traffic. The day will be themed around the new products’ different personalities: ‘playful’ Pink Raspberry and ‘sophisticated’ Black Espresso.
The street party promises special shopping events, fashion catwalk shows, music performances, a sampling campaign and immersive installations. The latter will include a Magnum emporium that will invite guests to enter through either a pink or black door.
Inside, guests can experience the pink door’s playful, dreamlike space inspired by a floral garden, as well as the black door’s art deco, jazz club-inspired party room. The music editor of Time Out magazine will provide a DJ set, meanwhile Magnum-themed cocktails and macarons will be available to sample at the Hotel Café Royal.
Other brands partaking in the event include skincare brand Kiehl’s, which will be offering hand and arm massages alongside product sampling from an airstream trailer, and Karl Lagerfeld, which will host live music sessions.
Last year saw Magnum celebrate its 25th birthday on Regent Street. The event centred around a 25 station-dipping bar that let consumers create their own bespoke ice cream, as well as a custom-made line of dresses created by designer Henry Holland.
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