The event, held at One Horse Guards Avenue, saw guests take a journey through three rooms, each inspired by the campaign's 'release the beast' and 'dare to go double' taglines.
The first included a feature wall complete will Magnum branding and a series of plants, meanwhile the brand’s iconic dipping bar, as well as a beverage bar could be found in the adjoining room.
The final room was complete with a branded DJ booth and animal print carpet, meanwhile images from the new campaign adorned the walls.
Suki Waterhouse, the face of the Magnum Double, hosted the event, which also saw Rafferty Law deliver a DJ set. Other celebrity attendees on the night included Kimberley Wyatt, Nicola Roberts and Jaime Winstone.
The event marks the start of what the brand promises will be ‘a wild series of events’ planned throughout the summer. Details will be revealed via the Magnum website in due course.
My Beautiful City designed the event space, meanwhile Golin is handling PR for the campaign.
Last week Magnum revealed that its new £13 million Double campaign would include experiential, and the brand is also set to open a dipping bar pop-up in New York on Saturday (23 April).
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.