In pictures: Magnum celebrates milestone in Regent Street

Ice cream brand Magnum celebrated its 25th birthday on Regent Street, London, last Sunday (27 July), with a street party created by agency Hot Pickle and produced by N2O.

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The party centred around a 25-station dipping bar, representing the brand's quarter-century, which let consumers create their own bespoke Magnum between 12pm and 5pm. Designer Henry Holland officially opened the installation, before displaying his custom-made line of dresses inspired by the ice cream.

Make-up brand Kiko collaborated with the Unilever company with a VIP marquee that hosted Magnum-inspired makeovers. The tent also served up drinks to guests and featured a live DJ.

Other entertainment included City Academy’s disco, Bollywood and samba dance spaces, live music from artistes Franc Cinelli, Son Yambu and Kate Daniels and the Graham Pike Quartet, and a performance from the Mayor of London’s busking competition.

Both Icebar and Havebike created pop-up spaces as part of the activation. The former featured a lounge area, ice sculptures and husky dogs, while the latter offered free bicycle servicing and MOTs.

The event marked the final day of Regent Street’s Summer Streets month, which saw the high street closed to automotive traffic for events every Sunday in July.

With footfall in excess of 550,000, Hot Pickle are branding the event as a success. Rupert Pick, the company's founder, told Event: "The sun shone all day and everything went really well. We started working with the Magnum brand three years ago, but we'd never done anything with them on this scale before.

"We effectively created a business model for the dipping bar that has been rolled out around the world, with different agencies working on it in different countries. We are hugely proud of the work and feel blessed as a small agency to have invented and delivered this concept."

Nicola Rolfe, Magnum’s brand manager, added: "Our Magnum Regent Street event was just incredible and I feel really proud of what we achieved. The day ran amazingly smoothly. There was definitely some expert dipping and in the toughest circumstances, being outside."

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