Remember that time I walked through a doughnut hole? Well, I decided to take it one step further and this time, I entered into an ice-cream paradise. Here’s that story.

I always make it a point to keep an eye out for cool pop-ups. There’s always something cool going on in London and now that it’s summertime, I knew there was bound to be something fun coming up and I wasn’t mistaken. The Magnum Pleasure Store is back! Magnum hosts this pop-up event once a year and this time it can be found at Regent Street.

I made my way to the store, only to be met with a LONG queue. Nevertheless, I was determined to get my hands on it and so I waited. After what seemed like hours, I made it to the till. There were 3 options to choose from. One was the ‘Make your own Magnum’ option, where you get to choose the outer chocolate layer, your toppings and your drizzle. The second option was ice-creams predesigned in collaboration with ELLE. The final one was a more sensational VIP experience called the ‘Chef’s Table’ where you’re greeted with a welcome drink, have access to private seating and will be given the chance to dip your ice-cream and sprinkle the toppings yourself, as opposed to having it done for you. I chose the “Make your own Magnum” option.

Once I paid for it, one of the Magnum employees directed me to the toppings station where I could choose 3 toppings from a list of exotic options such as strawberry pearls, rose petals, peanuts, coffee flavoured candy, etc. I chose almost shavings, freeze-dried strawberries and fudge brownies. The employee then put these in a shaker and kept it aside and went over to dip my ice-cream in a bath of hot fudge of my choice. I picked Milk Chocolate! She then sprinkled the toppings on top of the glazed ice-cream and gave me the option to choose my drizzle (I chose white chocolate) which she then out on top. The final product was a work of art, to say the least.



Apart from this, the pop-up also has several photo-op spots and customers are encouraged to take as many pictures as they please to fill their Instagram profiles! Each of these spots was in separate rooms and so it was sort of like a maze, trying to discover new rooms. There was also a designated spot set up to take you ice-cream pictures and this was set up with professional lighting. Unfortunately, I gave into temptation and ate my ice-cream before I discovered this spot 😛


There are also many designs along the theme #MAGNUMLDN where the ice-creams were bedazzled according to significant London attractions. Next to this, was a HUGE fortune wheel that customers are invited to try out. If the wheel stops at “Winner!” you get a special prize.

Overall, the pop-up is a must-visit! Just make sure you either go at an off-peak time (weekdays, late morning or early afternoon, etc) or be prepared to wait in line for a while. The pop-up can be found at 52 Regent Street (next to Nespresso near Piccadilly) until the 22nd of September. Don’t miss out 🙂



Janice Rachel Shwetha Jacob

Janice Jacob

Hey there! I'm Janice from Chennai, India. I'm doing my Masters' in management at LSE. My interests include music, cooking and writing. I can answer Harry Potter trivia like a boss, sing Disney songs without needing to look at the lyrics and make the world's best hot chocolate.