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Are you ready for a summer of pleasure?


Click here to buy tickets to our exclusive “Daring in Fashion with Magnum: Trend Talks with Lucy Reber” event at the Magnum Pleasure Store 24-27 July.

Very few things mark the start of summer quite like the return of the Magnum Pleasure Store. Sweet tooths at the ready – it’s time to indulge…

Remember the glorious sound of the ice cream van turning into your street as you – often unsuccessfully – pleaded your parents to give you a quid. Well, what is better than an ice cream van? Magnum is bringing back the ultimate ice cream experience: the Magnum Pleasure Store.

Tucked away in London’s bustling Seven Dials, this year’s Magnum Pleasure Store promises to wow all your senses by combining two of life’s pleasures: luxurious ice cream and rich chocolate. In its fifth year, the pop-up is the ultimate haven for pleasure-seekers wanting to escape the heat and indulge their sweet tooth in style.


You will be tempted with more than ­20 Instagram-worthy toppings, including a coating of blackberry crunch, dustings of black lava sea salt or a beautiful decoration of hibiscus petals as your Magnum is hand-dipped in melted chocolate then generously sprinkled with whatever takes your fancy.

In the interest of indulgence, you can dip your Magnum creation for a second time, adding a decadent coating of either chocolate or peanut butter sauce for good measure.

For ice cream connoisseurs, the store is open throughout the summer, so, if you wish, you can try all ­20 exclusive toppings – and we promise, it is the only place in town you will actually be encouraged to double dip. Go on, we dare you.

Dare to be different: be inspired as Stylist Lucy Reber talks exclusively after-hours.

There’s a lot to be said for having a few go-to outfits for those days when you’re just not feeling inspired. That said, doesn’t it feel great to switch it up from time to time and try something a bit more daring?

Lucy Reber will be speaking at three after-hours events at the Magnum Pleasure Store, revealing her style tips on how to make out-there styles easy to wear, whatever your look.

Click here for tickets.

Find the Magnum Pleasure Store at 21-23 Earlham Street, London, WC2H 9LL – open daily until 10 September


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