Magnum and LOLA MullenLowe have produced a limited edition range of 3-meter beach towels to encourage social distancing

A little humour goes a long way in the midst of a pandemic and Magnum’s newest artist collaboration has just the right dash of that.

Magnum ice cream brand and its lead creative agency, LOLA MullenLowe, have produced a limited edition range of beach towels – towels that encourage social distancing. Each measure 3 metres square.

The towel collection works hard. It combines the practicality of a beach towel or for urban dwellers a picnic blanket, with stylish artwork underlining Magnum’s #TrueToPleasure campaign, and sends an important message.

The beach towels enable two people to be comfortably seated while still maintaining a safe distance of at least 2 metres, enabling them to keep the pleasure and keep the distance.

Magnum already has a heritage of working with creative disruptors and has partnered with both established and up and coming talent, championing trailblazers across fashion, art and culture.

This time it has partnered with artists, Karan Singh (@madebykaran), David Vanadia (@davidvanadia) and Quentin Monge (@mongequentin) and once again, their designs draw inspiration from the silhouette of the Magnum ice cream and remind people to take time for pleasure – this summer, in a safe and socially distanced way.

The towels were designed by the following artists:

Karan Singh is an Australian artist and illustrator. His signature style is bold and colourful work, a playful reimagination of op-art minimalism.

David Vanadia is an artist and illustrator born and based in Marseille, France, whose minimalist style use of mediums such as engraving, cut paper or digital.

Quentin Monge grew up on a beach in the south of France and now lives and works in St Tropez. The summer vibes of his childhood by the sea continue to influence his work.

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