In this edition of Weekly Curiosities, we’re looking at how art and retail are converging to create new cultural capital. From Takashi Murakami’s whimsical floral pop-up for Ohana Hatake at Selfridges, where retail becomes an immersive art installation, to a growing wave of fashion exhibitions showing up in museums worldwide, brands are extending their presence far beyond the shop floor. These aren’t just marketing moments, they’re statements of identity, creativity, and cultural belonging.
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| The luxury rebrand of Magnum | ||
| BRAND STRATEGY: Magnum has flipped the script on frozen treats, transforming its classic ice cream bar into a must-have style prop for festivals, street fashion shoots, and brand activations. More than a dessert, the black-and-gold treat has become Vogue-powered “it-girl” accessory status: tapped for editorial shoots, celebrity appearances, and social media campaigns aligned with fashion personalities.
The brand’s strategy is all about exclusivity and visibility: limited edition flavors like Gold Salted and Ruby come in chic packaging, and Magnum’s festival partnerships, like Paris Fashion Week and venue pop-ups, encourage fans to strike a pose with their ice cream in hand. Magnum is essentially marketing mood, not munching: an elevated lifestyle item that makes an ordinary summer moment feel aspirational.
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