Magnum believes “a day without pleasure is a day wasted”, and is welcoming Londoners to celebrate summer at its new pop-up store.
Lindsay Lohan, Radio 1 DJ Jameela Jamil, and Made in Chelsea stars Oliver Proudlock and Rosie Fortescue all cooled off with personalised ice creams on the hottest July day on record.
Proudlock and model girlfriend Emma Connolly choose their toppings
Magnum launched their Covent Garden store, which they are leasing for nine weeks, with a special event on Wednesday (July 1) – which also happened to be LiLo’s birthday.
Revellers sung Happy Birthday to a delighted Lohan, who’s freshly dipped ice cream was topped not only with her favourite sprinkles, but also a candle to blow out.
Super loaded Magnums
At the Magnum pleasure store bar, customers choose three luxury toppings – from a selection including goji berries, rose petals, black lava sea salt, strawberry chocolate pearls, dried mint leaves, chilli flakes and honeycomb.
Staff then dip the ice cream stick in the chocolate colour of their choice, drizzle it with chocolate and stamp it with the Magnum seal.
Jameela Jamil dipped her ice cream stick. Picture: John Phillips/PA
MIC’s Rosie Fortescue told News Shopper: “I made raspberry and chocolate on dark chocolate – my favourite.
Priced at £4.50, they won’t break the bank, although the queue may be out the door of the small store on sunny days.
Magnum teamed up with designer Holly Fulton for the launch, whose limited edition necklace – the key to a summer of freshly dipped ice cream from the store - will be available to competition winners.
Holly Fulton in the limited edition necklace. Picture: John Phillips/PA
The Covent Garden pleasure store is located on the main piazza, at the Royal Opera House Arcade.
The limited edition bespoke ice creams are available there all summer.
"LONDON" made from Magnum lolly sticks
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