Magnum Ice Cream Launches the Magnum Pleasure Sensorium

Magnum, the world’s authority on ice cream and chocolate pleasure, is inviting you to discover the most indulgent multi-sensorial tasting experience with the Magnum Pleasure Sensorium. The innovative new immersive journey explores the layers of the decadent Magnum Double Gold Caramel Billionaire, showing us that pleasure has more than one layer.

Arriving in London this July, the Magnum Pleasure Sensorium creates a sensorial feast for pleasure seekers to taste, touch, see, hear and smell each of the indulgent layers of the Magnum Double Gold Caramel Billionaire – an exciting union of crunchy shortbread biscuit coated in golden caramel cracking chocolate, encasing layers of gooey salted caramel sauce and velvety double swirled ice creams.

Co-curated with Food Artist and Anthropologist, Caroline Hobkinson, the Magnum Pleasure Sensorium will take you on a journey of discovery through the layers of the ice cream to find your Pleasure Profile – a personal profiling system that reveals how the senses influence your unique experience of pleasure.

To embark on uncovering your personal Pleasure Profile, you will enter through the luxurious layers of ice cream to discover The Chocolate Chamber of Sounds, where you will taste delicious Magnum Double Gold Caramel Billionaire chocolate coins whilst listening to a variety of sounds to heighten your taste experience and decipher between sweet and bitter chocolate.

Next, you will wander through a cracking door into the Biscuit Passage. Featuring a unique hanging installation, the Biscuit Passage represents the crunchy shortbread biscuit found in Magnum Double Gold Caramel Billionaire. Here, you are invited to feel your way around varying textures whilst tasting chunks of sweet biscuits and discover how touch can affect taste.

Aromas of burnt sugar and sea salt will then guide you through sweeping, plush curtains to the Caramel Bath, where you will sample a delicious caramel sauce, enveloped in a luxe space with dancing projections. As you enter the final layer, The Core, you will be seated at a glorious table and presented with contrasting textured ice-cream filled spoons to master how texture impacts taste.

Leaving the decadent layers behind, you are guided to the Layer Lounge, where your personal Pleasure Profile is revealed. Here you are invited to indulge in the infamous Magnum Dipping Bar where you will be served your ultimate Magnum Billionaire creation. Layered with complimentary, indulgent ingredients, you will be invited to use your pleasure profile to a create a bespoke Magnum that heightens your taste experience. Before re-joining reality and leaving the Magnum Pleasure Sensorium, you have the chance to share and compare your Pleasure Profile with others, using the bespoke selfie wall as a backdrop.

Food Artist and Anthropologist, Caroline Hobkinson, said: “I have always been interested in how to get the maximum amount of pleasure out of a food experience and how pleasure means something different for each individual person. The Magnum Pleasure Sensorium brings all of my research and knowledge together to create a multi-layered, choreographed experience that helps us to understand how our senses interplay, and what kind of pleasure archetype we are. From this, it catapults us into our own personal bespoke sweet spot, so that we can each enjoy our personalised ultimate Magnum moment.”

The Magnum Pleasure Sensorium is open from Thursday 15th– Sunday 18thJuly, 12pm-9pm, with tickets priced

at £10 per person. To purchase tickets or for more information, please visit:

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