We Went to the Magnum Pleasure Store and It Got Weird

By Betty Richardson

The world's sweetest branding opportunity, the Magnum Pleasure Store, has returned to the mean streets of Shanghai. Only this time, it's bigger, badder and definitely not at the top of K11 anymore, as we learnt after wasting 35 minutes looking for it. This year it's at the Lafayette Art & Design Center on Fuxing Zhong Lu.

For those resistant to the powers of Magnum's remarkably zealous marketing team, the 'Pleasure Store' is a month-long 'pop up' selling custom Magnum ice creams for RMB25 a go.
Here's how it works. Stroll on in, and make a decision to queue for a small custom Magnum, or wait for upwards of an hour for a table at the ~exclusive~ café at the back, wherein lie a number of extremely wacky Magnum creations (more on those later).

1. Choose three toppings. Options include nuts, cereals and luridly-hued candies. 2. Choose which chocolate you want it dipped in. This lady loves her job.
3. They apply the toppings, and drizzle with a second layer of chocolate.
The results: reeeeeally good. Maybe better than a regular Magnum because the chocolate melts quicker.
White chocolate FTW.
Just as we're about to leave, we receive word from one of the many genetically blessed Magnum gals that our number is up, and we've been granted a table in the inner sanctum of the Pleasure Store.

On the menu here are a selection of elite Magnum desserts and cocktails. As we sit down we spot a girl being served a martini with an actual Magnum in it. She looks confused.

We opt instead for a Magnum covered in balsamic vinegar glaze on top of millefeuille (RMB68), surrounded by strawberries and fried basil leaves. It's...interesting.
Further weirdness arrives at the table in an ornamental fry basket, with not one, but two panko-crusted Magnums on a bed of caramel corn and marshmallows (RMB68).
I guess this is supposed to be a riff on deep-fried ice cream, but judging by the cold and slightly soggy panko crust it looks like somebody forgot to actually fry it.

The salted chocolate sauce is mad good though.
So will the Magnum Store pleasure you? Probably not if you spend an hour queueing for it. Those little RMB25 ones though, they're killer. Get two.
The Magnum Pleasure Store is open until May 29.

Magnum Pleasure Store, Lafayette Centre, 323 Fuxing Zhong Lu, by Huangpi Nan Lu.

You May Also Like...

To leave your review, click "Read more" below.