Magnum launches AI-powered exhibition and mobile game for flavour launch

Magnum ice cream is taking pleasure seekers on an AI-powered journey, "Pleasure Express: Beyond Worlds" in celebration of its three new flavours. 

Located at the ION Art gallery at ION Orchard, pleasure seekers can enter a realm fusing mood expression and AI-powered creativity. At the experience, guests will be greeted with a personality test that will allow them to articulate their moods and preferences. 

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The personalised test will generate a QR code that allows guests to explore AI artwork by artist Zixuan Nian. The artworks transform the three new flavours - pink lemonade, golden toffee and blueberry cookie - into visuals. 

In addition, Magnum is introducing "Play for Pleasure VR Experience", a mobile game where guests can go on a quest to uncover hidden Magnum ice cream sticks. Each of which promises the chance to redeem exclusive vouchers. 

Pleasure seekers can unleash their creativity by designing personalised postcards and documenting their journey at designated stations throughout the gallery. 

“Magnum believes every day should be filled with pleasure, and everyone deserves to pursue what brings them joy. We see ION Art gallery at ION Orchard as the perfect canvas where artistry meets indulgence, to bring our Magnum Pleasure Express: Beyond Worlds experience to life," said Ellen Yap, ice cream country lead of Unilever Singapore. 

"We want all our Pleasure Seekers to join us on this journey on the Pleasure Express to enjoy and explore endless possibilities and stimulate their senses with our three new flavours.”

Admission to the exhibition is free. Meanwhile, proof-of-purchase of any Magnum ice cream from retailers or e-Commerce platforms is required for the multi-sensory AI experience. 

This is not Magnum's first installation at ION Orchard. In 2017, the ice cream brand presented a "Larger Than Life Indulgence" installation at the mall where guests can sample the brand's newly launched pints. 

At the experience, guests could strike a pose with a centerpiece modelled after the pint and enjoy a GIF photo experience with themed props. Guests could take home a video of the experience. 

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

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