ICON Outlet at the O2 opens first phase

The first phase of the ICON Outlet at the O2, the urban outlet centre developed by AEG and Crosstree Real Estate Partners, has opened. Customers of O2 will benefit from exclusive access until the centre opens to the wider public on Saturday.

Located in the distinctive Dome structure originally developed for the UK’s Millennium celebrations, the outlet centre is fitted around the O2 Arena concert venue. It has been designed by architecture practice CallisonRTKL. Architectural features, such as the distinctive yellow pylons of the structure, have been incorporated into the centre and are located inside some of the stores.

The centre features outlet stores from brands including Cheaney Shoes, Guess, Aspinal of London, and GANT. It is organised around a series of themes, each reflecting contemporary consumer trends and behaviour: Best of British, Global Fashion, Beauty and Accessories, and Sports and Lifestyle.

When complete, the centre will be home to 85 stores and a large range of restaurants, adjacent to expanding leisure operations that include a cinema, bowling alley and trampoline centre.

ICON Outlet leasing director Marion Dillon says the fundamental proposition of an outlet centre has been combined with high levels of accessibility for younger consumers. “Most outlet centres in the UK are accessed by car, but we are fully accessible by public transport,” she says.

“ICON Outlet offers the choice and value of e-commerce alongside the experience and service provided by the best of bricks and mortar retail.  Its four key themes encapsulate the demands of next-generation consumers, enhancing the world’s most popular music and entertainment venue by truly merging retail, leisure, dining, and entertainment for the very first time.  ICON is the most relevant and exciting development to open in the capital for a number of years, and marks the first urban outlet for central London.”

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