Hosted by Saturdays singer Mollie King, the recent launch of Magnum's new raspberry and espresso ice cream treats included a fashion show, dance performances, a DJ set and a bespoke Magnum Dipping Bar. The event took place on London's busy Regent Street, which was closed off from autos traffic to host the 'Pink and Black Emporium.'
The 'Pink and Black Emporium' was an over-the-top experience featuring a pink-hued flower-filled summer garden and a refined Art Deco-inspired jazz bar. The Magnum street party was planned in a collaboration between Hot Pickle, N20, Golin PR, TMW and Mindshare.
The immersive Magnum event concluded with the lighting up of the Coca-Cola London Eye pink at the end of the event. Throughout the day, passerby were asked to vote for either pink or black through a Twitter hashtag.