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Make-Your-Own Magnum Pop-Up Shop in London

Make-Your-Own Magnum Pop-Up Shop In London

Before we moved to London, I’d never heard of a Magnum ice cream bar. Those were sad days indeed. It didn’t take us long to start noticing them in our local Sainsbury’s, though, and they quickly became one of our favorite weekend treats. Every time a new flavor came out, we were on it like bugs on a windshield. (Except not gross like that. I suck at metaphors right now.) So when I heard about a make-your-own Magnum pop-up shop opening in London during our last summer there, I knew we had to check it out!

Technically called a Magnum Pleasure Store (which is really hard to say without unwelcome images of adult stores coming to mind – yikes), make-your-own Magnum pop-ups have been opening in London every summer since 2013. The location is different every year, but the experience is always much the same. It’s an opportunity for Magnum lovers (or ice cream enthusiasts in general) to build their own version of ice cream heaven. And to make the experience even more enjoyable, to design your own Magnum will only set you back around £5.

Just like when we visited, this year’s make-your-own Magnum pop-up is conveniently located in Covent Garden. I’m not still in the what’s-going-on-in-London loop, but it was impossible to miss when this year’s shop opened because suddenly my Instagram feed was flooded with delicious dairy goodness and it reminded me that I never got the chance to share the photos from our own adventure at the Pleasure Store. (Ha!) We had a blast that day and it was almost as much fun building our Magnum bars as it was eating them. Almost.

For those curious what all the make-your-own Magnum fuss is about, I’ve put together this super detailed (not true), sure to give you instant sugar cravings (probably true) guide to help you out. You’re welcome.

How to Make Your Own Magnum at the Magnum Pleasure Store

Make-Your-Own Magnum Pop-Up Shop In London

Step One: Queue for an Hour

If you’re lucky. Longer if you’re not. Only a small number of people are allowed in the store at a time, so it can get kind of backed up at the door. The kind folks at Magnum have made sure your cravings stay strong (and you don’t get exasperated by the wait and leave) by supplying menus with pictures of all the sugar-laden possibilities inside to help you choose what you want while you’re waiting. Well played, Magnum, well played.

Make-Your-Own Magnum Pop-Up Shop In London

Make-Your-Own Magnum Pop-Up Shop In London

Step Two: Pay a Hipster for Your Magnum Bar

There’s a base price for a single Magnum bar, dipped once in chocolate, with three toppings and chocolate drizzle. Anything extra and the price goes up from there.

Make-Your-Own Magnum Pop-Up Shop In London

Step Three: Choose Your Ice Cream Flavor

When we visited, we had three options – chocolate, vanilla, and something else I can’t remember because I am steadfast and boring and will always choose vanilla.

Make-Your-Own Magnum Pop-Up Shop In London

Make-Your-Own Magnum Pop-Up Shop In London

Step Four: Choose Your Dipping Sauce

We had the choice of milk chocolate, dark chocolate, and white chocolate, but I hear this year that Magnum is making double-dipping a socially acceptable thing and you can get not just one, but two dunks in the dipping sauces. If they now offer caramel, I am going to be so super jealous.

Make-Your-Own Magnum Pop-Up Shop In London

Make-Your-Own Magnum Pop-Up Shop In London

Make-Your-Own Magnum Pop-Up Shop In London

Step Five: Choose Your Toppings and Extra Sauce

This is where the real magic happens. When we visited, there were loads of options ranging from the usual ice cream enhancers – sprinkles, brownie crumbs – to the more unconventional. Rose petals, anyone? I went with brownie crumbs, strawberry-chocolate pearls, and meringue crumbles, (They tasted just like marshmallows – so good!)

After you’ve chosen your toppings, you get to pick what flavor of extra chocolate you’d like your chocolate-dipped ice cream bar drizzled in which is perfect considering you can never have enough chocolate. Then a chocolate button of your choice stamped with the Magnum symbol is placed on top of your creation, because branding. And voila, you’ve just created your own Magnum masterpiece!

Make-Your-Own Magnum Pop-Up Shop In London

Step Six: Take a Photo for Instagram

You thought I was going to say enjoy your ice cream, didn’t you? Silly you, didn’t you know no one actually eats their food without taking a picture of it first these days? But seriously, don’t spend too long working your photography angles on this one. No one likes a soggy Magnum.

This summer’s make-your-own Magnum pop-up will be open through 10 September.

Make-Your-Own Magnum Pleasure Store: Website
Address: 21-23 Earlham Street, Seven Dials, London WC2H 9LL (2017)

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Make-Your-Own Magnum Pop-Up Shop In London

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  • Amanda
    August 14, 2017 at 7:40 PM

    Ohhhhhh what! How is this even a real place? My mouth is watering. And your step-by-steps are hilarious hahah

  • Amy | Waves + Roots
    July 20, 2017 at 9:03 AM

    I laughed way too many times while reading this, Sarah. And if I wasn’t already drinking ice cream for breakfast (ok, FINE it’s a smoothie), I’d be rummaging around in my freezer for one those just-like-a-Magnum-but-not, 40 calorie, sugar-free, wow-my-life-is-a-giant-stinking-pile-of-fudge pops I keep on hand for frozen treat craving emergencies. #youhadmeatbrowniecrumbs

    • Sarah Shumate
      July 21, 2017 at 3:06 AM

      Ha ha! Your comment is hilarious, too! Thanks to my digestive system being a total buzzkill, I can no longer have dairy OR chocolate, so I don’t even get the stinking fudge pops these days. Yay, ice cubes for dessert! :(

      • Amy | Waves + Roots
        July 21, 2017 at 6:41 AM

        Oh nooo! Ugh, I’m so sorry to hear that. Not even dark chocolate? I secretly love the fudge pops, in all honesty. I try to avoid dairy as much as possible (both as a choice and because my body hates me and all things delicious), but I also have a hereditary love/borderline obsession with ice cream. The fudge pops take the edge off when I get the urge to guzzle down a tub of Breyer’s lol Maybe you could add a little coconut milk and pineapple to your ice cubes and blend up a homemade Dole Whip?

        • Sarah Shumate
          July 22, 2017 at 4:06 AM

          I probably could have dark chocolate, but I’ve never really cared for it. I like the coconut milk/pineapple idea! I follow the FODMAP diet, and I *think* pineapple is safe. If not, I know strawberries are and that sounds pretty good, too!

          • Amy | Waves + Roots
            July 22, 2017 at 7:57 AM

            Yeah, I guess it depends on if you’re on the High or Low FODMAP (I don’t remember which allows fresh pineapple, but one of them does!) I did an Elimination Diet in June to try and rule out any triggering foods and learned that coconut is apparently the safest food on the planet. It was in so many recipes (i.e. ALL of them), I thought I was going to turn into one lol But that was my go-to when I needed something resembling ice cream or froyo. Oh! And I preferred the coconut milk or cream in a can for that- the bottled/boxed was too thin and gave it more of a slushy texture :)

          • Sarah Shumate
            July 22, 2017 at 7:41 PM

            I didn’t know there was a diet where people needed to eat high FODMAPs! I’m definitely on the low one. I can’t hardly eat anything, even in tiny portions, from the high FODMAP list. I haven’t tried to make ice cream substitutes using other milk alternatives yet, but I like the coconut milk idea for it. Almond milk would make it taste too nutty, I think. I was thrilled when I heard Ben & Jerry’s have started making a dairy-free ice cream. Maybe it won’t be too long before Magnum does, too! (I like their bars better than B&J’s!)

          • Amy | Waves + Roots
            July 22, 2017 at 8:30 PM

            Good grief, I should definitely not try to recall information off the top of my head in the morning before I’ve had a FULL cup of coffee ?‍♀️ I have no idea what I was confusing FODMAP with but yeah…there is no “high FODMAP” diet lol I’ve been resisting the dairy free B&J’s out of fear I’ll love it and won’t be able to stop eating it, but I doubt I’ll be able to keep it up for too long. And if Magnum follows suit, I’m screwed ;)

  • Jenn
    July 20, 2017 at 8:34 AM

    My sweet tooth is aching right now!