Watch: Personalised ice creams at Magnum Pleasure Store

An ice cream pleasure store designed by Moschino Creative Director Jeremy Scott offers personalised ice creams.

Magnum ice cream, the brand synonymous with luxury and pleasure, has opened the gates to a haven of chocolate and ice cream indulgence, with the opening of the fifth Magnum Pleasure Store in London’s stylish Seven Dials.

The store has been designed by and launched by fashion guru Scott and is adorned with his Magnum X Moschino bag collection.

Scott invites pleasure seekers to "Dare to go Double" with double-dipped, personalised Magnums with two layers of deliciously decadent chocolate, a luxurious layer of sauce and a selection of over 20 tempting toppings available exclusively in the heart of London’s shopping district.

The Magnum Pleasure Store will serve bespoke ice creams to visitors throughout the summer including one curated by Scott himself.

Customers at the hotly-anticipated summer pop up can enjoy a pleasure-packed experience at the dipping bar as well as at various events that will take place throughout the summer.

Whether choosing a double or single dipped Magnum, customers will then be able to choose their own selection of tempting toppings, such as Black Lava Sea Salt and Blackberry Crunch, to sprinkle over the setting chocolate.

Each individual creation will be perfected with a drizzle of chocolate and the finishing touch; a classic M coin decoration with prices starting from £5.50.

Magnum and Moschino have teamed up for the "Release the Beast" campaign to celebrate Magnum Double, encouraging pleasure seekers to embrace and show off their wild side and live the Magnum "Dare to go Double" attitude, just as visitors to the Magnum Pleasure Store will be invited to do.

The store opens seven days a week, 21-23 Earlham Street, Seven Dials, WC2H 9LL, and runs until 10 September.