Magnum’s pop-up experience uses the senses to elevate taste
July 2021 saw the opening of the pop-up Magnum Pleasure Sensorium in London’s Old Truman Brewery, designed to stimulate every sense and elevate the flavors of Magnum ice creams.
Visitors were invited to walk through themed rooms – each representing a layer of Magnum’s Double Gold Caramel Billionaire – and discover their ‘Pleasure Profile’, which determines their ideal environment for consuming a Magnum. Accompanied by an online experience, the Pleasure Sensorium was open for four days and co-created by food artist and anthropologist Caroline Hobkinson and multi-sensory experts Unusual Ingredients. Visits cost GBP 10.