LOOK Magnum creates ice-cream themed playground for adults

Unilever’s premium ice cream brand Magnum has launched its new ice cream with the Magnum Infinity.

To celebrate the launch, Magnum partnered London-based culinary experience designers Bompas & Parr, to design the world’s first Magnum Infinity Playground. Through the partnership, Magnum and Bompas & Parr sought to transport guests back to their childhoods – a time when fun and ice cream were inextricably linked.

The playground saw the transformation of the rooftop of Singapore’s iconic Esplanade into a larger-than-life playground for adults. The highlights of the chocolate and caramel-filled evening were the Infinity Slide and Infinity Skyline Swings facing the Singapore city skyline.

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For this campaign, Magnum specifically wanted to work with a partner who “would push the creative boundaries while maintaining the essence of indulgent chocolate and ice cream pleasure.” Hence the partnership with Bompas & Parr was established. Bompas & Parr are known to create culinary experiences that intersect art, architecture and food.

“Magnum Infinity represents the perfect blend of creativity and aspiration. We will offer pleasure seekers an experience they will never forget in the form of the world’s first Infinity Playground,” said Harry Parr, co-founder of Bompas & Parr and main architect of the Magnum Infinity Playground. He added that there is a great creative buzz in Singapore at the moment.

“Magnum has always celebrated pleasure and indulgence through the perfect combination of decadent chocolate and rich ice cream. Today, we are proud to be working with Bompas & Parr who have not only redefined pleasure for our Pleasure Seekers, but created another dimension of intense Magnum pleasure that stays with you longer,” said Susanne Artfelt, recently appointed country director, Unilever Singapore.

Meanwhile, an ad campaign has also been launched to promote the new Magnum Infinity. The campaign will run across TV, OOH, online and social media. The campaign was created by Alchemy Partnership while Mindshare was the media agency. Handling the PR execution is Golin Singapore. The Magnum Infinity campaign will run until December 2015 in Singapore.

Also, extending the pleasure experience from 22 May until 21 August for the public, Magnum has also collaborated with Orgo Restaurant & Bar to present a special Magnum x Orgo Dessert & Cocktail Menu. Best known for its use of fresh ingredients and cocktail drinks menu created by a celebrated Japanese master mixologist, the Orgo team’s collaboration with Magnum is set to "bring out the intense flavours of each ingredient for a Magnum pleasure that stays longer," said Artfelt.