The Unilever-owned brand's event, called Fashion With Magnum, takes place on 24 July. Inspired by the launch of the Magnum Double range, people will be called upon to unleash their wild side and say ‘yes’ to an extra dose of indulgence for the ultimate outdoor fashion moment.
The street will feature a 16-station ice-cream dipping bar where visitors can make their own Magnum, choosing their flavour and seeing the ice cream dipped before their very eyes, or they can alternatively choose to sample an ice cream from the Magnum Double range.
During the afternoon, Magnum will host a fashion show featuring the finest designs from Regent Street’s retailers, after which Magnum is daring consumers to be bold and take a stroll down the People’s Catwalk, with every moment captured on the big screen. Alongside this, a double decker bus featuring dance and fashion from across the decades, will host dance classes and a live DJ will be playing sessions throughout the day.
Taking place every Sunday in July until the 24 July, Summer Streets sees Regent Street becoming traffic free in a bid to encourage Londoners and visitors alike to relax.
The first event took place on 3 July, with a transport theme delivered via a partnership with Transport for London (TfL), including a TfL festival, while a health and leisure theme was the focus of this past weekend (10 July), which included branded Tommy Hilfiger table tennis tables and consultations from Kiehl's On Wheels, while H&M created a outdoor garden for visitors to relax in.
Next week (17 July), Regent Street will be hosting a garden party-themed event, featuring three separate entertainment zones, Tomy Hilfiger-branded deckchairs, a Godiva ice cream cart and mobile parmpering sessions from Kiehl's.
This marks the third year in a row that Magnum has partnered with Regent Street; last year it hosted a shopping day and earlier this year, it revived its Pleasure Store concept, where consumers have the chance to make their own Magnum by choosing different elements.
Comment below to let us know what you think.
For more activations and experiential campaigns in London, download our latest report, London's Experiential Playground