Ensemble and Unilever launch Magnum Sydney pleasure store

Unilever ice cream brand Magnum has launched a new experiential pop-up shop in the Sydney Pitt Street Westfield shopping centre.

The announcement:

Magnum shopUnilever’s Magnum and branded entertainment company Ensemble are bringing people the ultimate ice cream experience – an opportunity to create their own Magnum at a pop-up shop in Westfield Sydney.

Launching today, the six-week promotion is part of a global Magnum campaign – currently live in New York, Toronto in Canada, Milan and Shanghai – which enables people to create their own bespoke Magnum by selecting everything from its chocolate coating to an array of toppings from crumbled meringue to popping candy. In Sydney, the premium and fully self-contained Magnum Pleasure Store has been constructed in close proximity to other luxury brand outlets including Prada and Gucci in the CBD Westfield complex. Each Magnum store has been designed and custom built to suit its local environment.

“The Sydney store is located in one of the busiest areas of foot traffic in Australia,” said Matt Cameron, head of events and activation at Ensemble. “It’s great to see the excitement generated as people watch their Magnum creations come to life in front of them. Enabling the consumer to create a customised product on the spot.”

Cameron said that as soon as people have created their bespoke Magnum, they can upload their creation in-store to social media for their friends to view and comment, putting the consumer in charge of creating their own product and then sharing this with their friends.

Ensemble is part of the IPG Mediabrands group of businesses.

Source: Ensemble media release


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