Experienital agency to create Magnum pop up at Westfield Stratford

Pop-up specialists Hot Pickle created the concept ‘make your own magnum bar’, where consumers can design their own Magnum ice cream by coating it in a choice of chocolate and topping with a selection of ingredients including chilli and popping candy.

Shoppers will also be able to step into Magnum’s infinity pleasure pod, which is a sensory and bio-responsive chocolate installation. Curated by Bompas and Parr, the pod captures customers’ responses to eating a Magnum Infinity ice cream and projects them as visual animations before creating a personalised ‘pleasure portrait’.

The shop is the fourth Magnum pop-up in Europe to open this summer.

Rupert Pick, co-founder of Hot Pickle, said the concept has been 10 months in the making. "The plan was to design a global service concept supported by an operational blueprint, and then roll it out across the globe. It has been a privilege to lead this work and to witness the fourth opening in less than five weeks is hugely satisfying."

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