After appearances in New York, Melbourne, Amsterdam, Paris, Istanbul and now Johannesburg, Magnum Joburg offers consumers an opportunity to customise their favourite version of the popular ice-cream. Already over 7000 customers have customised their Magnums.

“On its opening weekend Magnum Joburg outsold its London counterpart,” says Wesley Scott, marketing manager at The Zone. “Some customers drove from as far away as Mpumalanga to join the two hour waiting line to get in on the action.”

Primedia Lifestyle Marketing Services’ on-site team ensured that The Zone @ Rosebank was the first South African shopping centre to play host to the Magnum pop-up.

During Magnum’s stay at The Zone, they will be home to a myriad of events including fashion shows, jewellery displays and VIP events hosted by the country’s hottest celebrities. This further adds to The Zone’s unique brands and shopping experiences.

Moemas Patisserie & Food Shop’s owner Danielle Postma and chic designer Verity Maud teamed up with Magnum Joburg to create a celebration of all things Magnum for the brand’s 25th birthday in true Johannesburg style.

Uber-designer Verity Maud has created spaces for everything from opulent Indian palaces to ultra Afro-chic lounges and glamorous celeb weddings to cutting-edge car launches. She lent her considerable talents to Magnum Joburg to help deliver a slick, stylish space to match – and best – other Magnum Pleasure Stores around the globe.

South African designer to the stars, Gert-Johan Coetzee, also partnered with Magnum Joburg to add even more glamour to the store. Coetzee, a multiple award-winning fashion designer who has dressed everyone from international stars Kelly Rowland, Kourtney Kardashian and Kristen Cavallari, to a host of glamorous locals including Lira, Joelle Kayembe, Jay Anstey, Cindy Nell, Basetsane Khumalo, Shashi Naidoo and Louise Carver, dressed Bonang Matheba when she co-presented the official opening event with Jonathan Boynton-Lee.

Open daily for a limited time of eight weeks, Magnum Joburg gives pleasure seekers the chance to celebrate their favourite ice cream by customising it with their choice of decadent chocolate dips, and nearly 20 toppings including mint crunch, chilli flakes, rose petals, honeycomb, caramelised popcorn, goji berries, chocolate and pecan biscuits, strawberry gems, pink peppercorn brittle and popping candy.

The Magnum Pleasure Store has been travelling the globe since 2012, drawing crowds of public and celebrities alike. 5FM took over Magnum Joburg prior to its opening for a hit-fuelled preview party hosted by Forbes & Fix and at the official launch party, Bonang Matheba and Jonathan Boynton-Lee opened proceedings.

There are also a host of other surprise pop-up experiences planned at the store – and the only way to get exclusive access is to stay engaged on Facebook and facebook.com/TheZoneAtRosebank and keep one’s eyes peeled in the media. One can also follow @MagnumSA as well as @RosebankTheZone on Twitter and share the love via #MakeMyMagnumSA.

The store will close on Wednesday, 24 December.