Magnum Celebrates 25 Years in Selfridges

Phew. Is it hot enough for everyone in the UK? Have you survived that incredible thunderstorm on Thursday night? Wow!!! Do you feel a story coming on? Yes, of course you do.

Apologies, I did not have my camera on me that day, but am sure (by the end of this) you will agree it’s better to blog about this having taken iPhone 5 pics than nothing at all!

Well, in between meetings, whilst in the West End, I decided to pass Selfridges and see what’s new in their superb window displays. Got to love their window displays. As I approached I was faced with this huge Magnum ice cream sculpture. Intrigued I wanted to know more….

Why is Selfridges displaying Magnum ice cream? I turned the corner to look at further displays…. ah, it all became clear in a flash!

So, if Magnum is celebrating 25 years at Selfridges, there must be something fun going on. Let me investigate. It was hot, humid, I had some time and I’m always up for a bit of fun and a great idea. Low and behold, they transformed the much loved Wonder Room into an exciting Magnum ice cream parlour (a la Selfridges).

Let the theatre begin. I have to tell you that more likely than not there will be a queue, so be prepared. This is theatre, after all, so every part of it is important. While you queue you can admire the little Magnum sculptures in the vitrines.

Next, you are greeted by a member of the Magnum team, dressed impeccably in a brown and beige uniform. You get told what happens when it’s your turn and the excitement builds. More displays while you move along the queue.

Cocoa beans.

Gold Feuillantine

And then the big moment arrives! You are next. Here goes: you choose between vanilla and chocolate/caramel naked ice cream. Then you’re asked to choose 3 or 4 toppings. I chose Almond Flakes, Hazelnuts, Honeycomb and Silver Feuillantine.

Then the dipping starts. Choices are white, milk and dark chocolate. I chose dark chocolate. Marcel, an expert kept me in suspense. What next?

The box and the toppings are applied.

Now, the best part. Once again, you can select from white, milk and dark chocolate which Marcel expertly drizzled on top of it all and to finish off, here is the Magnum Signature.

Voilà. That’s it. There are specially designed wooden tables supplied to eat your piece of art!

 

Roll the drums…… the moment you all have been waiting for. My very own Magnum ice cream. Too good to eat, right?

There were so many different concoctions that I decided to photograph my neighbours’ one for you before she devoured it. For white chocolate lovers!

Not one with a sweet tooth, this was certainly a sugar fest. But, hey, what a wonderful marketing campaign. Pure theatre, pure joy for young and old and all this for a mere £4.50. So, if you fancy your very own version, go and pay a visit to Selfridges because this is a true ice cream eating experience. Make sure to use the hashtag #magnumxselfridges for all your Social Media.

Happy 25th Birthday Magnum and thank you for the fun!

Magnum at Selfridges
The Concept Store
Oxford Street, London

30 June – 30 August