Make My MAGNUM Dipping Bar

Ice cream is one of life's most universal pleasures, yet it's often associated with childhood. To build awareness for MAGNUM as the first handheld ice cream bar made for adults, we set out to give grown-ups permission to indulge without apology. We transformed an empty SoHo NYC storefront into a pop-up that blended an immersive tasting room with a contemporary art gallery, showcasing bejeweled MAGNUM bars as edible artifacts in glass vitrines. At the heart of the experience was the Make My MAGNUM dipping bar, where artisans hand-dipped bars in Belgian chocolate before guests customized them with up to three of 20 bespoke toppings, from rose petals to espresso sugar and hazelnut croquant. The result was a premium brand experience that brought MAGNUM's positioning to life, turning a simple ice cream tasting into an expression of adult indulgence.