Magnum brought their brand to life at music festivals this summer. Following activations at Coachella, Cannes, and Primavera Sound earlier this year, the ice cream brand wrapped up its festival tour at All Points East with a two-story “House of Magnum” pop-up. The space featured Magnum-shaped mirrors, an illustrator capturing festivalgoers’ outfits, and a “Spray Bar” where attendees could customise their ice cream bars with designs inspired by music and festival fashion. Magnum also hosted exclusive meet-and-greets with Ayra Starr and partnered with creators to extend the experience online. This campaign builds on Magnum’s longstanding connection to fashion and self-expression—and their growing presence at music festivals, including its debut as Coachella’s first-ever ice cream sponsor. (Little Black Book)
👀 Read more from YPulse: Festival Culture: How Many European Gen Z See Live Music
