Its 32 degrees outside, you’re shopping in New Bond Street and you really want an ice cream, not an Ice cream a Magnum, not just any Magnum, one personalised to your exact taste. Welcome to the The Magnum Pleasure Store.
The store was open for the whole of summer on South Molten Street and was one worth queuing up for. Whilst waiting you are given a menu to explain how to create your own Magnum and the different choices available, you stand their salivating and imagining what you’ll create and watch in awe at the pieces of art people walk out with.
In the store there’s an assistant serving in each section, in the first section you choose your toppings. When I say toppings I don’t mean chocolate chips or hazelnut I mean black lava sea salt, pink almonds, chilli flakes.
There were two kind of people at that counter; ones that knew what flavours would work well together (you get a choice of 3) and ones who wanted to create a masterpiece and envisaged what colour combination looked great, pistachio and rose petals anyone?
You then choose which ice cream you want, chocolate or vanilla and the big question if you want single or double. Single means it’s coated in a layer of chocolate and double would have a layer of either chocolate, peanut butter or caramel sauce between the two coatings, yummy! You also choose between the white chocolate or milk chocolate shell so really you do get to create your very own unique Magnum ice cream and that’s what makes the pop up experience so enjoyable. You can then leave as passer-by’s both admire and envy you tucking in to your own work of art.
Foodographyldn 