The pop-up store, located in London's South Molton Street, opens today (1 June). Consumers can make their own Magnums by choosing ice cream, chocolate and sprinkles and are encouraged to share their choices on Instagram.
The concept is also celebrating the launch of the Magnum Double range and consumers will get the opportunity to make 'double-dipped' ice cream - made with two layers of chocolate and a layer of sauce.
Exotic toppings include black lava sea salt and rose petals. Magnum hosted a party in April for the launch of its Double range.
The store features a series of images captured by iconic fashion photographers Mert Alas and Marcus Piggott and starring supermodel, Kendall Jenner, which are also celebrating the launch of Magnum Double. The pop-up store is open until mid-September.
Last year's Pleasure Store proved so popular that its scheduled opening was extended by two weeks.
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