Magnum's London Pleasure Store recently returned to the English capital, this time as a much talked about outpost in Covent Garden. The branded location follows a highly successful pop-up in Selfridge's in 2014.
The new London Pleasure Store from Unilever's Magnum features several sculptures of classic pink and black varieties, conceived to promote the brand's latest flavors, pink raspberry and black espresso.
The sleek new location features the customizable ice cream bar buffet, with over-the-top, indulgent ingredients such as rose petals, black lava sea salt, white chocolate and much more.
The Covent Garden Magnum pop-up will remain open until August 30, 2015. Next door, a promotion is ongoing that will be giving away 60 Magnum-inspired necklaces designed by Holly Fulton.
Ice Cream Bar Pop-Ups
Magnum's London Pleasure Store Lets You Customize Your Own Dessert
Trend Themes
1. Customized Dessert Bars - There is potential for companies to innovate in the dessert industry by creating pop-up shops that allow customers to completely customize their dessert experience.
2. Over-the-top Ingredients - Companies can disrupt traditional dessert options by incorporating unique and indulgent ingredients that add to the sensory experience and uniqueness of the product.
3. Branded Pop-ups - More businesses can create branded pop-up shops to attract customers and promote their latest products or services in a unique way.
Industry Implications
1. Food & Beverage - The food and beverage industry can benefit from incorporating customizable dessert bars and incorporating unique ingredients to create a differentiated dining experience.
2. Marketing & Advertising - Marketing and advertising agencies can help businesses create branded pop-up shops to promote their products in a unique and memorable way.
3. Retail - Retail businesses can create pop-up shops to attract customers and promote their latest products or services in a unique way, such as offering customized dessert bars in their stores.