The Magnum Pleasure Store in Milan was a seasonal pop-up from Unilever's Magnum ice cream brand, sited near Piazza del Duomo in the main shopping district. It formed part of a touring format the brand has used in numerous cities, in which visitors paid to dip a Magnum bar into a choice of melted chocolate coatings and toppings, assembling a customised bar at a counter in a space fitted out in the brand's black and gold livery. The Milan store ran as a limited seasonal attraction rather than a permanent shop, and listings sites now record it as permanently closed, with no current address or booking page for a Milan location. The format itself continues elsewhere on the same seasonal basis: comparable stores traded in 2026 in Stockholm, at Arnotts in Dublin and on Via Tomacelli in Rome, and previously in London at Covent Garden and Duke of York Square. Anyone looking for the experience should check the brand's current locations rather than travelling to Milan for it.
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This pop-up has permanently closed.