The Spring Summer “18 Magnum is inspired by the summer catwalk. Velvety vanilla ice cream en-robed in ruby chocolate, and adorned with feminine rose petals and berry gems. Picture by Lebohang Mosia

Magnum, the ice cream synonymous with pleasure and luxury, just opened its doors to its world-famous Magnum Pleasure Store in Sandton City, until January 2019. Launched in 1989, Magnum was the first chocolate covered ice cream ever! Today, Magnum is one of the world’s leading ice cream brands, selling 1 billion units annually worldwide.

The exterior of the Magnum Pleasure Store in Sandton City. Picture by Lebohang Mosia

The Pleasure Store has been built and designed to reflect Magnum’s commitment to #TakePleasureSeriously. It’s a contemporary, luxurious space where you can explore the delicious tastes and textures of Magnum chocolate and ice cream in a way that’s personal to you.

The Magnum Pleasure Store has an assortment of toppings to choose from. Picture by Lebohang Mosia

Fans are given an exclusive opportunity to prepare and craft personalised Magnum moments; the Magnum dipping bar is the key feature in the store where the magic begins. You can customize your vanilla ice cream with their selection of dripping melted Magnum chocolate, followed by  adding decadent toppings of their choice. There are a bunch of exciting toppings like Popping Candy, Rose Petals, Praline and even chocolate beads inspired by Magnum’s co-collaborator Laduma Ngxokolo of MaXhosa by Laduma.

Animal Instinct - Inspired by bold animal print fashion collections. Animal print chocolate shards, with a single petal, set upon intense dark Magnum chocolate, coating deliciously smooth vanilla ice cream. Picture by Lebohang Mosia

An exciting addition for pleasure seekers visiting the store are  three trendy Magnum ice cream ‘looks’ to choose from. These have been specially created for the store and are inspired by fashion trends and art  – all in the name of Magnum pushing the boundaries of decadence and sophistication. These creations are The Spring Summer “18 Magnum, Animal Instinct and Impressionism.

The Make My Magnum ice creams will take you into a world of ice cream and chocolate pleasure but not before you have a chance to capture your creations in one of the highly Instagrammable Magnum photo booths.

Impressionism is inspired by impressionist art. Silky vanilla ice cream concealed within pale blue chocolate and delicately topped with rose petals and meringue kisses. Picture by Lebohang Mosia

The Spring Summer “18 Magnum is inspired by the summer catwalk. Velvety vanilla ice cream enrobed in ruby chocolate, and adorned with feminine rose petals and berry gems. Animal Instinct - Inspired by bold animal print fashion collections.  Animal print chocolate shards, with a single petal, set upon intense dark Magnum chocolate, coating deliciously smooth vanilla ice cream. Impressionism is inspired by impressionist art. Silky vanilla ice cream concealed within pale blue chocolate and delicately topped with rose petals and meringue kisses

 Make my Magnum ice creams retail for R45 each.