In June 2017 Magnum once again delivered some seasonal pop-up pleasure for the capital. Part of the Release The Beast campaign the Magnum Pleasure Store in Covent Garden opened its doors to a three months of ice-cream and fashion extravaganza. Running from 26th June - 10th September visitors to the store were invited to get creative and design their own unique Magnum. A sight to behold (and instagram!) and a taste to savour. The store was also the principle vehicle of the Moschino partnership and the hub for special events and media partnerships. A summer celebration of pleasure.