In pictures: Inside Magnum's London Pleasure Store

Ice cream brand Magnum opted to bring its global dipping bar concept back to London earlier this month, launching a branded Pleasure Store in Covent Garden.


The store's front window is complete with an oversized silver Magnum ice cream, making it unmissable to passers-by, and upon entry customers are met by a dipping bar similar to the one that was implemented within Selfridges last year. 

Intricately designed Magnum ‘artworks’ inspired by the brand’s new Pink and Black varieties, such as the Pink Baroque Magnum and Pink Flower Magnum line the pop-up’s walls, meanwhile seating as well as standing areas are available for guests who choose to devour their one-off creations in store. 

The pop-up is staffed by what the brand has coined Pleasure Makers, who dip each individual ice cream into chocolate and then pair it with toppings of the customer’s choosing. 

These include rose petals, black lava sea salt, coconut flakes, black pearls and white chocolate vermicelli. To finish, each creation is drizzled with chocolate and topped with a classic M coin decoration. 

Magnum is running a promotion alongside the pop-up store, where members of the public will be able to win one of 60 Magnum-inspired necklaces created by designer Holly Fulton. 
The pop-up is open for a total of nine weeks, and will close its doors on 30 August. 

More: Magnum to light London Eye pink or black

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