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The Magnum Pleasure Store returns to London on 1 July, offering Londoners a chance to customise their own chocolatey ice creams.
The theme of the pop-up is true pleasure and decadence, with oodles of ice cream and chocolate to get stuck into over the summer, as well as a series of events.
Choose a milk, white or dark chocolate Magnum, or a limited edition creation, and add your own luxury toppings, such as black lava sea salt, cornflower petals and caramel fudge pieces. Finish it off with a drizzle of chocolate and a classic M coin decoration.
If you're not feeling all that creative, tuck into one of the ready-made limited edition ice creams on the menu.
This is 2019, so of course the experience is designed with Instagram very much in mind. The Play Room area has several interactive offerings, including photo booth cabins, and competitions with prizes to be won.
Magnum has partnered with LGBTQI+ collective Sink The Pink to promote the ethos of bold and uninhibited pleasure. Sink The Pink host the store's launch party, and also created a series of signature ice creams (Sink the Pink, That’s What She Said, Show Me Your Nuts and Blondes Have More Fun) available from 11 July.
For an extra luxurious experience, book yourself a spot at the Magnum Chef's Table, and get expert guidance on crafting and dipping your own ice cream, as well as learning about how Magnums are made, from bean to bite.
Magnum Pleasure Store is open at 52 Regent Street, W1D 5BX, 1 July-31 August 2019. Entry is free. Prices start from £5.90.