The store, which opened on June 1st, is located a couple of minutes away from Bond Street station and surrounded by pretty high end fashion stores. Glittery crystal Magnums reflect the sun on the store’s entrance and the interior is a Willy Wonka fantasy come to life. Upon entering you are greeted with a big smile and invited to create your ultimate Magnum ice cream: choose your ice cream flavour and chocolate type and then personalise your masterpiece with a wide and exciting range of toppings. I chose classic vanilla ice cream, peanut butter sauce, milk chocolate and, after much deliberation, went with pink almonds, pistachios, meringue and cornflowers as my toppings.
Jerome, my pleasure creator, shook my toppings together in a mini cocktail shaker. Then, with much ceremony, he dipped my ice cream into the melted chocolate, peanut butter and second layer of chocolate. The ice cream was then transferred into a little presentation box and liberally sprinkled with my choice of toppings. A drizzle of dark chocolate and a mini M coin decoration finish off my creation which looks completely over the top – in the best possible way.
And although I was familiar with the deliciousness of the Magnum Double, nothing could prepare me for the experience of biting into my freshly-dipped personalised ice cream. Truly, it was a magical moment and it surpassed my expectations. Judging from the ecstatic expressions of those around me they were all similarly transformed. Make sure you visit the store before September 16th as it only takes up limited residence on South Molton street. And if you wish to avoid the queues I would advise you go before the schools break up for the summer!