Last year, I went to the Magnum Pleasure Store summer pop-up at Covent Garden (covered here). I enjoyed it so much that when I saw that they were returning to London with a new pop-up this summer, I knew that I had to go. This year's new pop-up is near Bond Street tube stop on South Molton Street. I was really lucky to arrive before the doors closed early for a special meeting on the day I arrived, and there were queues as usual.
This year, they are meant to be doing double-dipped (two layers of chocolate) ice creams, but the machine was broken. It costs 4.50 for the standard ice cream with choice of chocolate and three toppings and 6.50 for the double-dipped. I had to get the standard because the machine was broken.
Visitors can choose up to three toppings, and I was able to choose a little more of one other topping because I had the black lava sea salt as one topping, and they only want to give a little bit of this to to keep the nice flavour. In addition to the sea salt, I had pistachio (my favourite), cinnamon almonds (I love cinnamon), and the silver balls. All of these are put into a tin to mix up.
The ice cream was dipped in front of me in the chocolate of my choice. (Milk, white, and dark chocolate were on offer.) I had the dark chocolate. After dipping, the ice cream was covered in the toppings.
It was then drizzled with chocolate of your choice again before being topped with either a white chocolate or milk chocolate 'M' (Magnum) logo.
Due to lack of seating, I took mine outside to eat. Unfortunately, I discovered a hair half the way through eating it. (I think the hair was in the toppings as I notice they don't cover them.) This put me off eating the rest of it, and I threw about half of the ice cream away.
In addition to the pop-up, Magnum are sponsoring a fashion show as part of the 'Summer Streets' event, which takes place on a pedestrianised Regent Street throughout July. During the event, free double-dipped ice creams will be handed out, and visitors are encouraged to make their own.
The ice cream was not as good as I remembered it before, and finding the hair did make me feel sick and put me off. If this doesn't put you off, the Magnum Pleasure Store will be open until September 16. It is open from 11:00-9:00 from Mondays to Saturdays and open from 12:00-6:00 on Sundays.
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