For several years now, ice cream brand Magnum has been setting up pop-up Magnum Pleasure Stores to delight people with sweet treats. This year's pop-up in London promises to be the brand's most immersive experience yet and will provide people with sweets from July to August.
As ever, Magnum will be showing off its selection of signature ice cream products and give people the chance to put their own creative spin on them at a dipping bar. At this station, people are invited to create a stylish ice cream lookbook with offbeat toppings like black lava sea salt or cornflower petals.
The new pop-up in London will also include a playroom, photobooths, selfie spots and an "ice cream wheel of pleasure."