MAGNUM BRINGS OUT THE BIG GUNS IN LONDON

IMAGES /

Ice cream brand Magnum has once more opened a pop-up store in London and this time it’s called the “Pleasure Store”.

Located in Covent Garden, in design terms this turns out to mean a collaboration between Moschino creative director Jeremy Scott and the chocolate-coated ice cream maker. And as proof of this, there are a series of glass-fronted niches in part of the perimeter wall, each of which contains a brightly colored tote bag and a faux ice cream.

All of which notwithstanding, the real point about this store is probably the fact that those with a few pounds to spare can buy a Magnum and then have it dipped and decorated on an individual basis.

This is done by the team manning the counter just inside the entrance, which is backed by a perimeter wall on which the wallpaper takes its cue from the Magnum wrappers.

MAGNUM, LONDON

MAGNUM, LONDON

In terms of innovation, one of the highlights is the use made of ‘Instagram’ boxes – plain white plinths with an open front and a decorated interior in which the accessorized ice creams can be placed, photographed and then posted on the web.

The Magnum store will be open until September 10th.

Holborn and Covent Garden Ward

21 Earlham St, London WC2H 9LL, UK