This project is located in the field of ultracold atoms, which based on the Nobel Prizes 1997 and 2001 is rapidly growing worldwide. It aims to establish UK leadership in dipolar magnetism, a novel area in this field connecting to several disciplines including spin-ice physics, a hot topic in condensed matter physics, macroscopic entanglement, of major interest to quantum computation and precision magnetic sensors with cross-disciplinary applications ranging from fundamental physics to geophysics, mineral exploration and climate change. In principle dipolar systems represent 19th century physics, when dipolar interactions were discussed in vain to explain magnetism. In the 20th century quantum physics with the Pauli principle and the Heisenberg model of magnetism came to the rescue - pushing dipolar interactions to the status of a small perturbation. However, it is exactly the quantum regime, which is currently triggering strong interest in dipolar systems. Dipolar interactions promise to provide long-range interactions in ultracold gas systems, opening unprecedented possibilities to study many-body effects, create magnetic monopole excitations or perform quantum gate operations. This project proposes to explore a new pathway in the highly competitive area of dipolar quantum gases by focusing on magnetic interactions, effectively establishing a new research area. The goal is to understand dipolar quantum phases, dipolar dynamics like the Einstein-de Haas effect and to explore dipolar interactions to create a system of large quantum spins with ultimate sensitivity to magnetic fields. It will directly benefit on the order of 20 researchers in the UK and 200 worldwide and has established collaborations linking to diverse fields in order to maximise impact.