Challenge: Drive awareness for MAGNUM bars as the first handheld ice cream bar made for adults.

Insight: Ice cream is one of the last universally “childlike” indulgences, but for adults this pleasure requires permission.

Solution: We took over an empty storefront in SoHo NYC and transformed it into a curated MAGNUM pop-up experience – part immersive tasting room, part contemporary gallery – giving adults explicit permission to indulge, without apology. The space was designed like an art exhibition with bejeweled MAGNUM bars showcased as edible artifacts in glass vitrines.

At the center was “Make My MAGNUM”, an interactive dipping bar led by ice cream artisans. Guests chose a vanilla bean or dark chocolate bar, hand-dipped in Belgian chocolate, then finished their masterpiece with any three of 20 bespoke toppings like rose petals, espresso sugar, hazelnut croquant, and goji berries. It was the ultimate guilty pleasure… permission granted.