Magnum Opens London Pleasure Store

I was recently invited to the launch of Magnum Ice Cream’s new “Pleasure Store” in Covent Garden, London. The store follows the same format as the “Make My Magnum” pop-up at Selfridges last year. For £4.50, customers can customise their ice cream with milk or dark chocolate coatings (hand dipped while you watch) and a wide selection of toppings.

The event took place on the hottest day for years, so plenty of ice cream was consumed. Plenty of stars showed up to make their own creations, including Lindsay Lohan who went for a milk chocolate Magnum with silver balls, vermicelli and pearlescent strawberry chocolate pearls. Or so I’m told.

It’s a simple concept, but lots of fun on a hot day and Covent Garden is the perfect tourist trap. You can visit the Magnum Pleasure Store from now until the end of August.

Check out the photo gallery below for some of the highlights!