Ice cream never looked so good. The Magnum Pleasure Store pop-up is back, and this year it's in collaboration with fashion designer Alexander Wang and a collection of six designer ice creams created by House of Flour’s pâtissier Brian Tan.
The two-storey pop-up has taken over coffeehouse S.Engine
’s space on Huangpi Nan Lu until June 23 and boy does it look pretty, complete with an elegant floral arrangement hanging in the centre of the spiral staircase.
The custom Make My Magnum bar will be available for 28RMB a pop but if you’re truly vying for the ultimate high-fashion experience, splurge on the Alexander Wang Haute Couture creation for 228RMB. The deconstructed ice cream, or should we say artwork, is a vision of luxury with chocolate truffles, ladyfingers, canelé, brownies, almond flakes, finished with a Jackson Pollock-esque chocolate drizzle.
For something more otherworldly, there's the Ultra Violet (108RMB), which transcends the limits of desserts with a marbled Magnum, chocolate bonbons, a circular chocolate drizzle, topped with silver chocolate dots – designed to conjure up images of a solar system. We always knew the universe revolved around ice cream.
Then there are creations like the Golden Party (158RMB) with salted egg yolk, Latte Runway (128RMB) with puff pastry, Magnum Mojito (78RMB) with strawberry and Avocado Party (58RMB) with apple and cucumber.
The designer is also introducing an AW x Magnum Cooler handbag which was first unveiled at this year’s Cannes Festival, made with gold plated stainless steel and cowhide, retailing at 9,850RMB. This one’s for the serious ice cream lovers… how much are you willing to pay to keep your ice cream cool?