Magnum ice cream’s world-famous Magnum Pleasure Store, this year located in London’s borough of Chelsea, is a hub for diverse events this summer – including an upcoming Instagram photography masterclass. On 15th August, Julia Smith of Humphrey & Grace, a self-taught photographer with 245k followers, will host an evening masterclass that will teach visitors how to make the most of their Instagram. Visitors will learn how to capture the perfect shot and will be given the chance to create their very own freshly dipped personalised Magnum.
The beautifully decorated art-deco style Pleasure Store was delivered by experiential agency, Hot Pickle and will remain open until 16th September. The Pleasure Store embodies and celebrates Magnum’s attitude to ‘Take Pleasure Seriously’ and showcases its position as an expert in luxury ice cream craftsmanship. With the return of the iconic ‘Make My Magnum’ dipping bar, visitors can customise their own eye-catching ice creams, crafted in-store by Magnum’s expert ‘Pleasure Makers.’
The bar features an array of dipping chocolates and toppings, meaning everyone can find a unique indulgence just for them. Also introduced this year, consumers will be able to decorate their Magnum with the finishing touch of a special initial chocolate coin. Visitors can also choose from a range of new Magnum ice cream ‘looks,’ specially crafted and inspired by the world of fashion and art – this includes exclusive recipes created by Magnum’s international Pleasure Seekers, Bella Hadid and Alexander Wang.
A brand new feature launched at this year’s Pleasure Store sees the addition of the Magnum Chef’s Table, giving visitors the VIP experience of getting hands on and dipping, and crafting, their very own indulgent creation.
Alongside this, for the first time, the iconic Magnum Pleasure Store ice creams will be available to order on Deliveroo throughout the summer in selected postcodes, allowing customers to enjoy indulgent in-store experience from the comfort of their own homes.