Project
To mark Magnum’s 25th anniversary, an innovative pop-up store and window concept was created in collaboration with The Edje for the Selfridges Wonder Room. The aim of the first “Make My Magnum” store was to design an immersive, multi-sensory experience where visitors could engage with the Magnum brand in a physical and interactive way for the first time.
Working collaboratively with the team at Unilever, we considered the Magnum brand world and its extensive customer base to inform our initial concepts for the pop-up store and windows. We took inspiration from some concept visuals by our brand partners at The Edje and built upon to provide extra ‘wow’ factor, adding design features and touches that would be unique and ownable for the Magnum brand.
The Make My Magnum store was designed to create a memorable pop-up experience in London, offering customers the chance to create their own Magnum choosing from a delectable combination of toppings and chocolate coatings. Building on this idea, the design centred around a bespoke circular bar, where customers could interact with the Magnum team to create their own luxury product. The bar was framed by two custom layered wood Magnum tables, which mirrored the shape of the signature curved stick. The Selfridges pop-up designs are known for their high quality designs and exclusive collaborations, with this project being no different. The shop advertised a new limited edition Magnum and Selfridges product, which had been created especially for the launch.
Across the four windows of the Wonder Room, we depicted the Magnum brand through oversized, embellished sculptures and digital features. From a 2.5 metre, acrylic balloon encasing a gold encrusted giant Magnum lolly to a heat-moulded giant Magnum wrapper and individual miniature embellished Magnums – we delivered an eye catching window scheme that encapsulated Magnum’s luxurious, iconic identity to Oxford Street shoppers.
The concept was rolled out across 34 Magnum stores globally including Paris, Berlin and London.
