If I can say one thing with real, true certainty, it would be this: ice lolly sales are going through the roof this week. I won’t disclose how many I’ve purchased, but I will certainly be halting that later this week. No, that’s not because I’ve had to many (in my opinion, anyway), but because Magnum are giving them away for free.
Yes, you read that right. Ice cream… during a heatwave… for free. Free. Gratis.
From now until July 20, you’ll find a cooling Magnum pop-up in Shoreditch, complete with music, interactive games and, most importantly, free ice cream for all.
The Magnum Studios pop-up sets out out to find whether people prefer the Classic or Remix through their interactive experience. Their new Remix range features three different versions of the Classic Magnum, and the experience hopes to find what Magnum lovers enjoy the most.
Not only can you try the ice cream through taste, but visitors can experience the different versions through music, art and fashion. There’s both listening and recording booths representing the different styles of Magnum where guests can record their version or remix a selection of different tracks.
Following this, it’ll be time to cooldown. Guests can choose from one of the classic range of flavours (Classic, White Chocolate, Almond, Classic Remix, White Chocolate and Berry Remix and Almond Remix); any of which are sure to be just the tonic if the weather stays like this. Or, you know, jumps into the 35°C mark…
All ice cream will be served in a retro cassette box, helping you definitively find out whether you are a Classic or a Remix. After you’ve polished off your free ice cream, you can browse some of the merchandise on offer, get a snap for the ‘gram, or get down to one of the live DJ sets. Magnum Studios co-creator Cat Burns is putting on a special acoustic performance of her new tracks on July 17. Tickets are free and can be booked here.
Magnum Studios – curated by content creators Cat Burns, Charlotte Roberts, Lara Adkins, and Sophie Seddon – is open from 12pm – 8pm each day from July 14 – July 20. Find it at 133 Bethnal Green Road, London E2 7DG.