Magnum is back in business for the Cannes Film Festival

For the 79th Cannes Film Festival, Magnum® returns to the Croisette for a new edition that promises to be an unmissable event in the world of haute couture. With its brand-new Maison Magnum® concept, to be unveiled in Cannes at an exceptional event on Thursday, May 14, the iconic premium ice cream brand reveals its creative vision of indulgence, exploring all forms of expression while remaining true to the essence of pleasure. Directly connected to the codes of haute couture and contemporary luxury, Maison Magnum® symbolizes much more than just a location during the Festival. Maison Magnum® embodies haute couture, the art of creation, and pure indulgence in a cinematic and immersive environment.
Like a fashion house presenting its collection on the catwalk, Maison Magnum® will unveil its creations in an editorial, aspirational, and thoughtfully designed setting, conceived to captivate. For the occasion, the Magnum beach will embody craftsmanship, creativity, and indulgence through a carefully curated selection of materials, evoking the crispness and intensity of Magnum chocolate as well as the smoothness of its ice cream. The brand's philosophy, that true pleasure lies in the quality of every detail, will thus be fully expressed. At the heart of Maison Magnum®: an inaugural fashion show artistically directed by Law Roach, visionary stylist and Magnum's very first "taste architect." Law Roach will share his unique perspective on style, shaping how the brand expresses itself through creativity and contemporary culture. Bringing together designers from around the world, the show will celebrate craftsmanship, originality, and modern indulgence through a sophisticated approach, positioning Magnum at the crossroads of fashion and style.

Maison Magnum® entrusted the design of its couture silhouettes to French designer Victor Weinsanto, a leading figure in the couture scene, renowned for his expressive universe that blends craftsmanship, performance, and creative audacity. A former professional dancer and designer accustomed to performance-style fashion shows, Victor Weinsanto infuses this collaboration with an artistic dimension where fashion becomes spectacle, celebrating a shared vision of pleasure as a sensory experience, at the crossroads of indulgence and creativity. A dialogue where textures, materials, and volumes evoke the iconic codes of pleasure as seen by Magnum®.

The result promises to be iconic: a space where the product becomes art, taste becomes fashion, and the experience becomes spectacle. This direct link between product and spectacle embodies the unabashed hedonism offered by Magnum®. Where the new Magnum® Signature range, with its pistachio and peach flavors, combines unique crunchy fruit-based coatings with smooth, gelato-like centers, Maison Magnum® aims to immerse us in this same experiential approach: a refined exterior giving way to rich and immersive interiors. Fashion, flavor, and architecture thus become three expressions of a single creative vision. The Magnum Beach will also open its doors to the public and festival-goers on select dates, from May 16 to 23, between 3 p.m. and 6 p.m., to offer its iconic experience: the Magnum Ice Cream Bar. A gourmet interlude allowing everyone to create their own personalized ice cream, inspired by the rituals cherished by the festival's biggest stars.