For your pleasure

Oh to have a Magnum ice cream…. for years now I’ve been feasting on the most indulgent flavours and every summer Magnum does not disappoint.

Their fabulous pleasure store is back in London for another year, this time located on Seven Dials.

Dare I say it’s the best edition yet; decorated in collaboration with Moschino, it is colourful and bold and it even has special edition totes (£212) you can buy.

Now, the opening was, of course, star-studded. The store was opened by Jeremy Scott Moschino’s and Magnum creative director, with the soundtrack provided by the fabulous Jodie Harsh.

And I got to rub shoulder with Erin O’Connor, Alice Dellal, Talia Storm, Vanessa White, Oliver Proudlock and many others.

But the highlight was really the ice cream!

The Moschino collaboration cements this year’s Dare to Go Double attitude, which sees the amazing Magnum Double Coconut and Double Raspberry as the new flavours for the summer.

I could not resist them on holidays!

Of course, at the pleasure store you can, for £5.50 make your own bespoke freshly dipped Magnum with three toppings of your choice – and they are something special.

I had pistachio, cherry and gold flakes (because why not?) on mine, dipped in dark chocolate, white chocolate sauce and a pink Magnum coin. It was delicious – and gorgeous: it’s my very own at the top of the post.

As they say, a day without pleasure is a day lost. Hurry up!

The pleasure store is located in London Seven Dials (21-23 Earlham Street, WC2H 9LL) until the 10th September 2017, and the opening times are:

  • Sunday: 10am – 6pm
  • Monday/Tuesday/Wed:  10am – 7pm
  • Thursday: 10am – 10pm
  • Friday: 10am – 9pm
  • Saturday: 10am – 10pm

You can get all the info on the store at the Magnum UK website.

written by Dani

I was invited to this experience by Magnum; opinions are my own.

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