It's a pop up store originally at Selfridges, then Covent Garden, now based at South Molten Street until 11 September. Go before then, otherwise you will have to wait until next summer! Be prepared to queue up for about half an hour, down from the original two hours wait!
What an amazing experience. Create your dream Magnum in an aptly named Pleasure Store. Luxury indulgence as you choose your toppings, so many to choose from, there's gold flakes, nuts, sprinkles, crisp pearls, honeycombs, berries and so on (I chose gold and very girly pink toppings) and you shake them in a a shaker like a cocktail shaker to mix them up, then choose your magnum ice cream, chocolate or vanilla (you are even taught how to get it out of the wrapper, so easy when you know how instead of struggling!) and then choose your dips, white, milk or dark chocolate, then coat it with your toppings and then drizzle with the dips to seal the toppings and then finally add the "M"! Voila, what a creation, a work of art that looks so delicious and you cannot wait to sink your teeth in, and it is so delicious!
It's a great treat if you love Magnum, chocolate and ice cream as it is not cheap at £4.50 for the standard or £6.50 for the extra special one with a double filling... but you are p*ying for the experience as much as the Magnum ice cream.
It is quite filling, but I can confess, I probably can manage another, as it is so delish!!
