What you are looking at is a magnum dipped in milk chocolate, covered in pulverized popcorn, chocolate & pecan biscuits and pink peppercorn brittle and then drizzled with white chocolate. Yes, it was as messed up as you think it might be but I guess that’s what comes from trying to be innovative.
For those of you not in the know (and by the know I mean those not sucked into the marketing gimmick), the Magnum pop up store is a temporary store currently in Rosebank where, for R40, you can “make your own magnum”.
Spoiler Alert: It’s totally awesome. Additional Spoiler Alert: Might not quite be worth the 1 – 2 hour waiting time.
I ventured to the so-called “Pleasure Store” twice over the last three weeks. The first time, a dreary and damp Friday where the entire exercise took roughly 20 minutes. The second was a sunny Saturday afternoon where we waited a total of 1 hour and 43 minutes to get our ice cream deliciousness. Whether this is worth it is, I guess, entirely a matter of personal preference.
To start, the store is gorgeous with oversized and bedazzled magnums hanging from the ceiling and in boxes on walls. The golden balloons filling the windows are a testament to the magpie-like nature of all human beings. It is an incredible encapsulation of the elegance and luxury we traditionally associate with Magnum.
Upon reaching the hallowed ground of the cash register, you are presented with a number of toppings. Your task: choose three. It’s a rather daunting task and I decided to be prepared and decide on this matter before arriving. I did the research and by the time I arrived, had committed to honey comb, chocolate pecan biscuits and edible rose petals. Yeah it was a weird combination but I didn’t know what else was on offer, these were just one of the few toppings advertised.
So I arrived, armed with my decision only to find that honey comb isn’t a thing and edible rose petals do not appear to be present either. Panic set in as I contemplated having to make the decision in a split second and somehow, I thought pink peppercorn brittle would be quirky.
Hint, it’s not.
As I watched a teaspoon of each of my selections be vigarously shaken in what looks to be a cocktail shaker, I felt hopeful. I moved down to make my choice for chocolate, milk. My magnum specialist pulled a pure vanilla bar of ice cream from the freezer, unwrapped it and then dunked it into my chocolate of choice. It was gorgeous, vicariously being an ice cream maker.
I then watched her carefully pour half the toppings onto one side of the not-as-yet set chocolate, flip the bar over and finish coating it. I was then asked for my drizzle choice, I opted for white chocolate. Finally, she delicately placed an embossed disc of dark chocolate onto the corner of my magnum and handed it to me.
This is when I tried to take a picture one handed and was informed that there are frames around the corner. Wow, it’s almost like this placed was designed for instagram-ing…oh wait.
Of course, the best part was comparing the aesthetic appeal of my accomplices’ ice creams, I think they probably fared better than I did and not just from a visual perspective.
Anyway, the second time around I actually did do pretty well with Pretzels, Oreo and Edible Rose Petals.
All I can say is that the store is open until 24 December 2014 so your window of oppurtunity to decide if you want to cow tow to the gimmick is limited. While I’m not sure it was entirely worth the wait or the sacrifice of my consumer independence, it made for a cool post so there’s that.
Verdict: Not the worst way to spend 2-3 hours of your life
– Edit 26/01/2015: the Magnum Pop Up Store has moved to Cavendish Mall, Cape Town until 25 March 2015. If you’re in the Cape, this might be good news for you? –
If you went to check out the Magnum Store, Rosebank please share your verdict with us by commenting below or through instagram using #bakedlawyer.