ructed with beautiful gold 3D bar panels, corian-look bench tops with three dipping stations, a gold lighting gantry and access to over 19 delicious toppings for consumers to choose from.”   Through the brand’s new digital platform, customers will be able to pre-plan their customised desserts while waiting in line or before even entering the pop-up. Another option is for customers to choose from five fashion-inspired Lookbook Magnums, exclusively available at the Pleasure Store. The ice-cream brand has also partnered with UberEats, so customers can have their creation delivered to them within a 2km radius of the Sydney CBD.  Magnum has also collaborated with personalised leather-goods brand The Daily Edited, which has created stylish phone cases specifically for the pop-up. Each customer who buys a phone case at the store will be invited to visit The Daily Edited store upstairs, where they can get their initials printed on their phone case on the spot for free. “The Magnum pop-up store allows us to connect directly with our Magnum pleasure-seekers and consumers. Given the strength of the brand, it also generates great hype that helps us to build stronger brand love for those we get to reach,” said Chen.  Magnum Pleasure Stores have taken place all over the world in recent years, each with their own unique localised flavour and often visited by celebrities including pop star Rita Ora and supermodels Bella Hadid and Cara Delevingne. “We recently activated a Pleasure Store at the Cannes Film Festival which was opened by fashion icon Iris Apfel,” said Chen.  “In New York, the Pleasure Store supported Pride Week festivities in the city. While there are cultural nuances, consumers can consistently expect to have a unique Magnum experience that is playful, indulgent and premium no matter which store they visit.”   Other FMCG brands have launched pop-up activations to directly connect with consumers in the past. For example, there’s a Kit Kat Chocolatory at Melbourne Central, Kellogg’s launched an instagram-worthy Kellogg’s Cereal Cafe in New York and Hershey’s opened a pop-up bakery in Canada in 2017, where customers could create their own bag of mini cookies.