Pleasure Stores


FormRoom collaborated with The Edje to develop the designs of Magnum’s new Pleasure Stores. The global roll-out of Magnum’s retail concept continues at pace, with FormRoom producing visuals for stores launched in Lisbon, London, Berlin and Paris, among others.

Project Features

Retail Interior Design
Interiors & Furniture
Food & Beverage

Brand Development

Magnum created the concept “Make my Magnum” experience with the focus on strengthening their relationship with lovers of the brand and attract the world of pleasure seekers.

With “experience the ultimate in pleasure and sophistication” at the forefront of this campaign, FormRoom delivered a radically new and breath-taking design.

Adding a new level of theatre to the customer experience, we designed the Pleasure Store with the iconic Dipping Bar at its heart.

“Well done to you and all the team for all the hard work. The results are spectacular and to be very proud of”

Kate Petridi Magnum Representative


The Magnum Pleasure Store has been designed with the iconic Magnum Dipping Bar at its heart, surrounded by a mix of seating and standing areas. Here, customers can choose from a variety of toppings to make their own bespoke Magnum. The sleek design of the Make My Magnum bar communicates Magnum’s luxury brand with style and sophistication, whilst setting the premium look and feel of each store.

The store interiors have luxurious gold finishes, chocolate drop lighting, feature wall displays made of Magnum ice cream sticks, including local iconic landmarks, and a Barry Callebauty “sustainably sourced” cocoa beans installation. Throughout each space is campaign imagery of this year’s Magnum ambassador Kendall Jenner, shot by infamous photography duo Mert and Marcus.

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