In the mood for a chocolate orange martini? Or perhaps, if it’s a little early, you’d prefer some edible rose petals or maybe some popping candy. These, and a number of other exotic-sounding items, are all part of the offer at ice cream brand Magnum’s pop-up store in Westfield Stratford City.
The Olympics may be over but the Magnum store remains for the time being, and the pop-up shows what is possible with imagination despite a product range that is, let’s face it, pretty limited.
Designed by pop-up specialist Hot Pickle, like almost all of the shops on the external part of this mall, the brand benefits from a high, glazed frontage. And things have been kept simple, with a straightforward sign that states ‘Magnum’ dominating the upper part of the fascia, allowing shoppers to see the action within.
There have been queues at the pop-up since it opened on July 19, with shoppers eager to create their own confections using the selection of toppings available from the large steel and glass counter that fills the centre of the shop. This is about making the shopper feel that, while the product they purchase is temporary, at least there is an element of customer control.
In terms of colour, the interior is simple, but not without a hint of glamour, and the idea of a single-product shop that creates one-offs certainly seems to turn heads.
It is unlikely that it would be possible to make a store like this function permanently – single-product shops rely on the novelty factor and this one is more suited to the summer months – but it does all that a good pop-up should. It offers drama, difference and the opportunity to partake in a fleeting phenomenon.
The final bespoke Magnum will change hands on September 5.
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