Magnums are in the top tier of ice creams. We’re not trying to start any arguments here, it’s just fact. There’s something about taking your first bite and hearing the chocolate crack, leading to the silky smooth ice cream layered underneath. It’s by all means delicious.  

And if you too, love Magnum for all of their chocolatey goodness, then you might just love their brand new pop-up that’s taking place this weekend. Just in time for the heatwave…

Ice cream lovers, prepare to cool down this weekend at Magnum’s multi-sensorial tasting experience. Taking place Thursday 15th – Sunday 18th July, the Magnum Pleasure Sensorium will see Magnum lovers taken on a new immersive journey that explores the layers of the decadent Magnum Double Gold Caramel Billionaire, showing them that pleasure has more than one layer.

If you’re yet to try the Double Gold Caramel Billionaire, imagine something along the lines of a crunchy shortbread biscuit coated in golden caramel cracking chocolate. This is encasing the multiple layers of gooey salted caramel and velvety double swirled ice cream. And if your mouth didn’t water reading that, then their sensorial feasting experience sure will. 

Arriving in London this weekend, the Magnum Pleasure Sensorium has been co-curated with food artist and anthropologist, Caroline Hobkinson, and is set to take guests on a sensory journey of feasting. All of your senses will be interconnected, from taste to sight, hearing to smell and touch, helping you find your ‘pleasure profile’, a personal profiling system that reveals how your senses influence how you experience pleasure.

Imagine something along the lines of a crunchy shortbread biscuit coated in golden caramel cracking chocolate...

To start off, you’ll enter through layers of ice cream to uncover ‘The Chocolate Chamber of Sounds’. Here you’ll be invited to taste Magnum Double Gold Caramel Billionaire choccy coins, while listening to an array of sounds designed to heighten your tasting experience. It’ll help decipher between sweet and bitter chocolate.  

Next up, you’ll be wandering through the ‘Biscuit Passage’. This features a hanging installation and represents the shortbread aspect of the new Magnum ice cream. It’s here that you’ll ‘feel your way around varying textures whilst tasting chunks of sweet biscuits and discover how touch can affect taste’. An interesting concept to say the least. 

The experience gets really rather bizarre when you enter the ‘Caramel Bath’. Sampling caramel sauce, the room is filled with dancing projections. Before entering ‘The Core’, which will see you presented with ‘contrasting textured ice cream filled spoons to master how texture impacts taste’. 

It’s after all of this that you’ll find out what your Pleasure Profile is, in the Layer Lounge. If you aren’t feeling a little sick after all of the sweetness you’ve just endured, you’ll be able to indulge at the Magnum Dipping Bar, where you’ll be served your ultimate Magnum Billionaire creation. 

It sounds like one of the oddest experiences we’ve ever had the pleasure (geddit) of writing about but it’s left us intrigued and longing for a Magnum, so we’d say it’s been pretty successful.

The Magnum Pleasure Sensorium is open from Thursday 15th – Sunday 18th July, 12pm-9pm. Tickets are priced at £10 per person.

Purchase yours or find out more, here.


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