Oh my Magnum! Yes, they’re making their own down at the Selfridges in Wonder Room

As June draws to a close, Londoners are getting set to witness Selfridges’ new summer campaign. Called Meet the Makers, the campaign that launches June 30, will celebrate the makers and producers behind the fabulous food found at Selfridges. “From tantalizing daily demonstrations with top chefs to walking tours of the confectionery and food halls, Selfridges will play host to an eight week celebration of our country’s favorite foodie artisans.” Highlight? ‘Make my Magnum’.

To celebrate its 25th birthday, Magnum ice cream is making its way to the Selfridges Concept Store in the Wonder Room in London’s Oxford Street. Here, Magnum Pleasure Makers will provide you with a ‘naked’ Magnum dipped in decadent chocolate. And while I’m already tempted to say- could this get any better? The tempting toppings trump me. Much as Dolce & Gabbana did with the designer Magnum ice cream, patrons can handpick away from a selection that includes rose petals, marshmallows and chili flakes.

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There are over 250,000 flavor combinations to choose from and each resulting creation will receive its own classic M coin decoration. So while there’s a three-course dinner with a difference at Hix Selfridges to kick off the Meet the Makers campaign as well as a ‘Meet the Michelins’, we’re surely not skipping that £4.50 ($8) bar of personalized ice cream. Magnum has also launched a limited edition ice cream inspired by creme brulée, available now exclusively at Selfridges until September 2014.

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[Selfridges Via London-The-Inside]