Covent GardenLondon, Monday 15th June – Visitors to Covent Garden can now enjoy a personalised experience through a new smartphone app, created by the district itself, unlocking 50 special offers, content and services at multiple outlets.

Designed for today’s stylish, sophisticated and mobile-centric consumer, The Pass will include exclusive rewards from some of the area’s most loved brands including Clinique, Dior, Aveda, Penhaligon’s, Galeria Melissa, Oliver Sweeney, Blo Blow Dry Bar and restaurants including Laduree, Joe Allen and LIMA Floral.  Best of all, it is brilliantly simple to navigate so it’s never been quicker or easier to get the inside take on what’s happening in the neighbourhood.

Exciting features of the app, available on iOS and Android for mobile and tablet devices, include:

Brand Rewards

Exclusive rewards and promotions from brands based across Covent Garden at the tap of a screen.  As more luxury brands gravitate towards the area, eyes should be kept peeled on the app as the first place to find out about new exciting events and offers happening in the district, from food festivals to art exhibitions and more.

New Arrivals

Become the ultimate Covent Garden insider and find out which new brands are opening in the district before anyone else – and get invited to store previews.


The Pass provides a map of where to find each participating store in the district, another tailored feature designed to enhance the unique Covent Garden experience.

Beverley Churchill, Creative Director of Capco Covent Garden, said: “We’ve spent months developing The Pass to give visitors the ultimate ‘insider’ experience of Covent Garden. For the first time this new technology allows us to track customers’ favourite offers, so we can learn how Covent Garden visitors like to shop and dine. Already the best brands across the district are taking part and more are continually joining. Londoners won’t find the carefully curated offers, services and benefits at any of their other London stores”.

Step-by-step guide to The Pass

  1. Download The Pass at the App Storeor Google Play for free
  2. Sign in using your email to register your unique personal profile on The Pass
  3. Browse and select your preferred offer
  4. Visit the store or restaurant in Covent Garden and present the unique QR code as you pay to redeem the offer

The Pass is the latest innovation to be revealed in Covent Garden, which has become a launch pad for brands debuting their latest retail concepts. Last year, Marc Jacobs opened a Tweet shop on the Piazza, which saw thousands of consumers use their tweets as social currency in exchange for branded goods. Clinique’s Great Skin Lab is another first – the beauty brand’s first ever concept store that allows shoppers to experience first-hand a ‘day in the life’ of your skin through interactive experience pods.

The Pass is available to download for free at:

Follow @CoventGardenLDN

Photo: Garcon Jon

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