Case Study

Eventographic: Make My Magnum at Selfridges

Luxury was the theme of ice-cream brand Magnum's 25th birthday celebrations, with agency Hot Pickle producing a Make My Magnum dipping bar experience in London department store Selfridges.

Eventographic: Make My Magnum at Selfridges
Eventographic: Make My Magnum at Selfridges

From 30 June to 30 August, the Dream Room installation gave customers the chance to customise their own ice cream with a variety of dips and toppings. Selfridges' food director, Nicola Waller, hailed the experience as one of the most successful food pop-ups the store had seen.

Florence Howell, senior brand manager for Magnum and Walls' Kids Ice Cream, commented: "The Magnum At Selfridges store offered our pleasure-seeking fans the opportunity to try their personalised Magnum ice cream and chocolate at its very best, in the best department store in the world. We have been delighted by consumers' excitement, as well as the social sharing."

More: In pictures: Magnum celebrates milestone in Regent Street

Magnum to celebrate birthday with day-long street party