Magnum has launched its Magnum Beauty Store concept in Shanghai, partnering with Benefit on an experiential pop-up that fuses ice cream and beauty services.
The event, which took over part of the Réel Mall in Shanghai, aimed to introduce Magnum’s premium ice cream range, specifically its Double Raspberry flavour, under the theme of ‘release your beast’ with Magnum introducing four ‘beasts’, a lion, polar bear, leopard and tiger.
The concept of ‘release the beast’ and partnering with non-FMCG brands is not new to Magnum. The brand has also already partnered with high fashions brands, such as Moschino, in Read full story ›
Source: The Drum
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