Magnum: Magnum XXL Towel Collection

Magnum ice cream today announced its latest collaboration with contemporary artists from around the world to create a limited-edition line of stylish beach towels. Measuring up to 3x3 meters (10ft), the bespoke line of beach towels, encourage everyone to practice safe social distancing while coming together to share in moments of pleasure this summer. The collection combines the practicality of a beach towel, or for urban dwellers a picnic blanket, with new modern and stylish art work created as part of Magnum's #TrueToPleasure campaign which partners with multi-platinum singer, songwriter and activist, Halsey.
Agency: LOLA MullenLowe

The beach towels enable two people to be comfortably seated while still maintaining a safe distance of at least two meters, enabling them to keep the pleasure and keep the distance. Magnum has a long heritage of working with creative disruptors and has partnered with both established and up and coming talent, championing trailblazers across fashion, art and culture. The unique designs created by artists Karan Singh, David Vanadia and Quentin Monge draw inspiration from the iconic silhouette of the Magnum ice cream and remind us to take pleasure in coming together this summer, in a safe and socially distanced way.