Launch Event: Magnum Pop-Up Shop, Westfield Stratford

We all enjoy moments of indulgence, and as a lover of good ice cream I jumped at the chance to attend this evening’s exclusive launch party for the Magnum London pop-up shop (Thursday 19^th July, 2012).

As you enter the shop, which is located near John Lewis at Westfield Stratford, you step into a chocolate haven, where the rich brown and cream décor perfectly prepares you for the treat you are about to enjoy.

The centre of the shop features a curvaceous service bar, lined with a wide range of ingredients, and behind the bar are Magnum’s very own 'Pleasure Maker’s', who are on hand to help create your perfect and personalised Magnum ice cream.

 

Creating your Magnum Masterpiece

With inspiration taken from the toppings on the bar, as well as the eye-catching wall-hung menus, your Pleasure Maker leads you through four key steps to make your personalised treat.

After first of all choosing your Vanilla or Infinity naked Magnum, you select three of the many presented toppings. These are then mixed together in a mini cocktail shaker, and set to one side as your chosen ice cream is submersed into a luscious pool of white, milk or dark melted chocolate.

Once dressed with the toppings, your Magnum is presented to you in a neat little tray with the advice to leave the creation for 1-2 minutes until the perfect Magnum crunch is achieved (a worthy wait even if it does feel like torture).

 

Reccomendations

From the range of toppings available (caramel flakes, to hazelnuts, to coconut, to chilli flakes), you can venture down a classic, special or experimental route with your choice.

If you are unsure about what to choose then ask the Pleasure Makers, as they are incredibly willing to recommend their favourite combinations. Alternatively, you could try one of these:

Kelly Brook’s Creation

Naked Magnum: Vanilla

Coating: White Chocolate

Toppings: Coconut, Biscuit and Brownie, with a drizzle of chocolate as a finishing touch.

My Personalised Treat (what I like to call the Megnum)

Naked Magnum: Vanilla

Coating: White Chocolate

Toppings: Chocolate Coated Popping Candy, Marshmallows and Meringue, with a drizzle of chocolate as a finishing touch.

A more experimental option (as suggested by one of the Pleasure Makers)

Naked Magnum: Magum Infinity (for an even more chocolatey indulgence)

Coating: Dark Chocolate

Toppings: Rose Petals and Chilli Flakes (it sounds like it shouldn’t work, but apparently it does!).

 

The Pleasure Pod

Once your ice cream has been made, you have the option to enjoy it in the Magnum Infinity Pleasure Pod. The innovative pod has been designed to measure how your senses respond to your Magnum creation as you eat, displaying your results as visual animations.

 

Final Verdict on the Magnum Pop-Up Shop

Open from Friday 20^th July until Wednesday 5^th September to coincide with the Olympics, the pop-up shop is definitely worth a visit before the opportunity melts away!

As an excellent example of experiential marketing activity, you can rest assured that your Magnum experience will be extremely worthwhile and enjoyable. And, even though the concept is premium in quality and style, the ice creams are very reasonably priced at £3 each, meaning the store is worth wading through the crowds for even if you aren’t in Stratford to watch one of the many sporting events set to take place.