Greenwich 'Me' Time: The O2 welcomes ICON Outlet

The first phase of the ICON Outlet brings shopping to The O2 arena for the first time.

'Fashion and music go hand-in-hand and they always should,' said Lady Gaga, the quote of which is proudly displayed above the entrance to ICON Outlet at The O2 Greenwich that opened its doors in October. Developed by AEG and Crosstree Real Estate Partners, the 19,509 sq m premium urban outlet brings a shopping experience to the entertainment venue for the very first time.

The O2 attracts more than nine million visitors each year. 'The O2’s catchment has 80 per cent more disposable income and 44 per cent more residents within a 60-minute radius than the UK average for outlets. These factors reinforce the drive behind launching a full 360-degree visitor experience, merging retail, leisure, dining and entertainment by launching The ICON Outlet,' says Marion Dillon, the development's leasing director.

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'ICON Outlet reflects, responds and adds to the existing experience at The O2, evolving it into a day and night time venue and creating a unique location that no other retail and leisure destination in London can match,' says Dillon. 'ICON Outlet provides Greenwich with an alternative experience to what is available locally; in doing so, the ICON Outlet complements and enriches Greenwich and The O2’s pre-existing retail and dining offer. Additionally, ICON Outlet will impact the wider area by drawing in new visitors that will spend time in Greenwich and at The O2.'

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Displays in the Ted Baker store feature nods to music, including displays dedicated to British icons such as The Beatles, Oasis and The Spice Girls.

Brands include the first Cheaney Shoes outlet store, Aspinal of London, GANT, James Lakeland, Hobbs, Kurt Geiger, G-STAR Raw, Ted Baker, Guess, Jack Wills, Levi’s, Pepe Jeans London, Phase Eight, Cath Kidston, Gap, The Cosmetics Company Store, Lindt, Clarks, Karen Millen, Radley, OSPREY LONDON, and more.

CallisonRTKL was tasked with bringing the vision of ICON Outlet to life – a place where retail and leisure converge. 'The retail world is ever-evolving; the focus on the curated experience is a real shift of approach. Shopping destinations are now seeking new leisure experiences to attract, activate and energise their existing offer. What we have here is one of the most iconic leisure destinations in the world, anchored by the world’s favourite arena,' says Nathmya Saffarini, senior associate director at CallisonRTKL.

CallisonRTKL’s concept focuses on the creation of two unique retail experiences – The Petals and the Clouds – to correspond with the leasing strategy and the character of the space they occupy. 'Throughout the scheme the colour palette is light, with the use of white and metallic shades and materials intentionally introduced to bring maximum light into the spaces,' says Saffarini.

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The ceiling treatments within these spaces are a unique feature to the site, designed to create a sense of light, space and tranquillity. Clever use of LED lighting enables the tone and look and feel of the development to shift depending on the time of day. The neutral colour palette also creates a good setting for retailers, enabling brands to really stand out.

The retail offer is organised into a series of key themes, with next-generation consumers in mind. ‘Best of British’ offers quality and heritage; ‘Global fashion’ supplying premium brands from across the globe; ‘Beauty and accessories’ is the port of call for cosmetics and accessories; and ‘Sports and lifestyle’ offers some of the most exciting names in athleisure. The outlet will also host a range of experience-led services, including personal shoppers and stylists, hands-free shopping, and unique event shopping packages.

'The O2 has a global reputation as an entertainment destination and makes a massive contribution to London’s economy of 8,700 jobs and £840 million expenditure each year. The opening of the new ICON Outlet underlines the continuing investment by AEG and Crosstree into The O2 and the regeneration of the wider Greenwich area – and is further proof that London is open for business,' says Rajesh Agrawal, deputy mayor of London for Business.

'We believe the addition of ICON Outlet is the final critical piece that will not only transform the O2 but in its own right create a new paradigm for leisure and retail destinations. ICON Outlet is a fantastic new addition to the leisure and retail offer in Greenwich, ensuring that the O2 is a true entertainment district able to attract new customers and be a great new community hub,' says Saffarini.

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