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Mbongi Works launches Magnum Pop Up store with Primedia Lifestyle Marketing Services
Primedia Lifestyle Marketing

In celebration of Magnum’s 25th birthday, the international pop up Magnum Pleasure Store has made its way to The Zone shopping centre in Johannesburg. The launch events surrounding the store’s opening has been managed by Mbongi Works and Primedia Unlimited’s Primedia Lifestyle Marketing Services which motivated for the event to be hosted at The Zone. 

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 7 000 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 Jozi 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.com/MagnumSouthAfrica & facebook.com/ TheZoneAtRosebank and keep your eyes peeled in the media. You can also follow @MagnumSA as well as @RosebankTheZone on Twitter and share the love via #MakeMyMagnumSA.

Please click on the video link below to watch the official launch video, and feel free to share on social media using the hashtag #makemymagnumsa and @magnumSA


The store will close on the 24th of December.

Primedia Lifestyle Marketing Services DNA

Primedia Lifestyle Marketing Services is the heart of Unlimited’s subsidiary the Primedia Lifestyle Group, and provides marketing excellence to more than 45 shopping centres nationwide. Passionate and talented on-site and head office staff, develop and execute marketing solutions to a variety of malls ranging from Convenience Centres to Super Regionals. As a fully integrated marketing consultancy it provides Return on Marketing Investment to mall owners using its integrated, holistic approach and a deep understanding of the mall industry environment. Visit www.primedia-unlimited.co.za or www.primedialifestyle.co.za for more.