It’s Summer madness at the minute, everywhere you turn. I’ve been attending some pretty amazing lunches lately to celebrate shaking off the throws of Spring and finally being able to grab a pair of shorts, some flip flops and enjoying a forever favourite of Summer, the Magnum.
So you think you know the ice cream dipped chocolate that we all have grown up to love ever so fondly? The ice cream treat which when on holiday has different combinations of flavours to that of the UK? The ice cream delicacy which cools you down and tames your sweet tooth on a warm day? You don’t know Magnums at all, until you’ve visited their Magnum Pleasure Store that is. Yes, you heard that correctly. The Magnum Pleasure Store.
Synonymously associated with pleasure, Magnum threw open it’s doors on 26th May at the boutique store located on South Molton Street, Central London. Exclusively for the Summer after popular demand from the faithful Magnuteers who are already flocking for a generous helping of double dipped pleasure.
The store, in the heart of London, has never looked so appealing. Each and every individual who walks through the Pleasure Store doors receives their own bespoke service. From choosing the inner flavour, then the exterior choice, what flavour melted chocolate to case that delicious ice cream in? Then onto a selection of tempting toppings which are generously spread over the setting chocolate. From the host of different choices there’s thousands of possible combinations to choose from. Once you have selected your toppings a final drizzle of chocolate and a signature M coin for decoration is added. A masterpiece so divine on the eye that you won’t want to eat it! Needs must though.
Upon my arrival to this grown up Willy Wonka style chocolate emporium I was greeted by a large Magnum brown shop facia with sophisticated gold lettering, a large human sized Magnum (not edible – damn!) dripping in glitter filled up the window. Eagerly anticipating what I was going to indulge in I was soon overwhelmed by the array of choices. I started from the bottom now I’m here…with chocolate ice cream. I don’t know what it is about that stuff. I just love chocolate ice cream.
Round 2 the chocolate shell, to hell with it, double chocolate it is then. We’re taking no prisoners here now are we? Topped off with oh my goodness, oh my goodness. Calm down, you just need to choose toppings. But what about the rose petals, they’re so pretty. The black lava sea salt, that’s pretty impressive to say “oh I had that on my ice cream”, I can’t be boring and bland and just go for more chocolate, I’m not Bruce Bogtrotter. Then my lightbulb moment hit…
Pistachios, and crushed. They’re single handedly my most favourite ice cream accompaniments. The gentleman behind the counter loaded the pistachios up. With the weather being warm on this glorious sunny day in the city I just knew what my next choices were. My favourite, Eton Mess. Load up the meringue kind Sir, instead of strawberries however we’re not going traditional. Why should we? The Pleasure Store is far from your traditional ice cream. I opted for Goji Berries and of course, Blackberry Crunch. Finally the drizzle. White chocolate this time. When in Rome I say?
The final item on the masterpiece…the coin. As it was positioned and my ice cream was handed over I was in awe with it’s beauty. I didn’t know what to do with it. I didn’t want to eat it, although I knew I had to. Picking the laden chocolate art from the tray I edged to my mouth, I took one bite and was instantly transported into Summer heaven. What had I created? It was purely magnificent. I’ll never look at another ice cream the same ever again. What a fabulous time to be alive and what an even more fabulous idea The Pleasure Store is. Hats off to you Magnum, you’ve well and truly put the cherry (and lava) on the top of this one!
It’s true what they say, a day without pleasure is a day lost…
Head on down to The Pleasure Store now:
56 South Molton Street
Monday-Saturday: 11am to 9pm
Sunday: 12pm to 6pm
Queue closes 60 minutes before store closing