Unilever launches ‘Magnum Pleasure Store’ at Westfield Sydney giving people the chance to create their very own Magnum via Ensemble

Unilever’s Magnum and branded entertainment company Ensemble are bringing people the ultimate ice cream experience – an opportunity to create their own Magnum at a pop-up shop in Westfield Sydney.

Launching today, the six-week promotion is part of a global Magnum campaign – currently live in New York, Toronto in Canada, Milan and Shanghai – which enables people to create their own bespoke Magnum by selecting everything from its chocolate coating to an array of toppings from crumbled meringue to popping candy. In Sydney, the premium and fully self-contained Magnum Pleasure Store has been constructed in close proximity to other luxury brand outlets including Prada and Gucci in the CBD Westfield complex. Each Magnum store has been designed and custom built to suit its local environment.

Says Matt Cameron, head of events and activation at Ensemble: “The Sydney store is located in one of the busiest areas of foot traffic in Australia. It’s great to see the excitement generated as people watch their Magnum creations come to life in front of them. Enabling the consumer to create a customised product on the spot.”

Cameron said that as soon as people have created their bespoke Magnum, they can upload their creation in-store to social media for their friends to view and comment, putting the consumer in charge of creating their own product and then sharing this with their friends.

Ensemble is part of the IPG Mediabrands group of businesses.