A traffic-free takeover of Regent Street is happening this Sunday for a street party to celebrate the launch of two new ice-creams.
Showing what happens when you combine frozen sweets with a big marketing budget, the tourist-filled West End shopping road will be turned pink and black to reflect Magnum’s new pink raspberry and black espresso flavours.
Taking place between noon and 7pm, the event will feature dance performances, catwalk shows, DJ sets and themed cocktails along with offers and giveaways in shops and restaurants.
Singer Mollie King has partnered with Magnum to design the Magnum Pink and Black Emporium.
Visitors will be able to enjoy a “dreamlike floral garden for the playful world of pink” or an “art-deco-inspired sultry jazz club for the sophisticated world of black”.
Those lucky enough to get in will have the chance to sample freshly dipped Magnums.
For those who miss out, Magnum Pink and Magnum Black ice creams will be handed out along the street throughout the day.
On Sunday evening the London Eye will be turned pink or black based on votes cast on Twitter - #London + #MagnumPink for pink or #London + #MagnumBlack for black.
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