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Unilever is launching a pop-up ‘Pleasure Lounge’ for its ice cream brand Magnum at Westfield Stratford in a bid to take advantage of the increased footfall expected at the shopping centre during the Olympics.

Customers can design their own Magnum ice cream from a range of 18 ingredients including chilli, popping candy and rose petals.

The branded concept store will also sell Magnum inspired cocktails and desserts.

It has partnered with Bompas & Parr, the food exhibitionists, to create the Magnum Infinity Pleasure Pod, a “sensorial and bio-responsive” chocolate installation that measures each person’s neurological responses to eating a Magnum Infinity and uses them to create a visual animation.

Magnum London will be open in Stratford from Friday (20 July), one week ahead of the Olympics, until 5 September. Unilever is also planning a social media campaign alongside the experiential activity.

As the Games nears, sponsors and non-sponsors are ramping up marketing activity.

Westfield Stratford shopping centre offers non-sponsors an opportunity to get in front of consumers alongside sponsors during the Games because advertising space within the centre does not fall under the 2006 Olympic Act, which regulates advertising in close proximity to the park.

Unilever’s rival Procter & Gamble is a top tier sponsor of the Olympics.

Almost 70% of all games visitors are expected to access the Olympic Park through the shopping centre.

Source: Unilever launches Magnum pop-up

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Random sensory quotes

“This suggests that sensory experience regulates different genes in your brain depending on your age and past experience. Thus, nurture, our experience of the world via our senses, acts through nature, sets of genes, to alter brain circuits.”

— Carla Shatz