The first phase of ICON Outlet at The O2, the 210,000 sq ft premium urban outlet developed by AEG and Crosstree Real Estate Partners, opened at 10 am today for two days of exclusive access via Priority for O2 customers.  ICON Outlet will open to the public on Saturday, October 20, 2018.
ICON Outlet defines urban outlet malls, and brings a shopping experience to the world’s number one entertainment venue for the very first time.  Designed by CallisonRTKL, ICON Outlet boasts a premium-led offer, launching with a brand mix that brings consumers the most relevant, inspiring fashion, lifestyle, and accessory brands.  These 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 many other leading brands. 
ICON Outlet’s offer is organised into a series of key themes, each reflecting consumer trends, and behaviour.  ‘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.  Complementing the retail offer, and reflecting its position inside The O2, ICON Outlet will also host a range of experience-led services, including personal shoppers and stylists, hands-free shopping, and unique event shopping packages.
Speaking on behalf of AEG and Crosstree, Marion Dillon, Leasing Director for ICON Outlet, said: “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.”
Rajesh Agrawal, Deputy Mayor of London for Business, said: “The O2 has a global reputation as an entertainment destination and makes a massive contribution to London’s economy of 8,700 jobs and £840m 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.”
ICON Outlet is just 15-minutes from central London and, served by the Jubilee Line, MBNA Thames Clippers and the Emirates Air Line, it is easy to reach for the majority of the capital’s ten million population, as well as the 31 million domestic and foreign visitors to London every year.
With the launch of ICON Outlet, visitors to The O2 are now able to enjoy a 360-degree experience that fuses retail and entertainment.  ICON Outlet has been developed to appeal to a cross-section of key consumers, the residential catchment, current visitors to The O2, city workers and London’s tourists.  When the second phase opens next spring, ICON Outlet will consist of 85 stores and eight restaurants, cafés, and bars.
CBRE and CWM are the retail leasing agents for ICON Outlet.
Photo credit: David Parry/PA Wire

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