The new retail outlet at The O2 has given customers a sneak peek of what to expect from the "world-class" shopping centre combining fashion and entertainment.

At 10am this morning, the first customers were able to experience the 210,000 sq ft "premium shopping outlet" that includes fashion brands, entertainment, bars and restaurants.

Customers were able to roam the new space after an opening ceremony attended by deputy mayor of London for business, Rajesh Agrawal.

Icon Outlet provides shoppers with a variety of premium brands at outlet prices including Cath Kidston, Clarks, Crew Clothing, G-Star Raw, Gant, Gap, Guess, Hackett, Hobbs, Jack Wills, Joseph Cheaney & Sons, Kurt Geiger, Levi’s, Pepe Jeans London, Tateossian, Ted Baker, and Skechers.

When the second phase opens next spring, Icon will consist of 85 stores and 35,000 sq ft of restaurants, cafés, and bars.

The O2’s development will also see the addition of a further eight cinema screens taking the total to 19, and the opening of an Oxygen Freejumping trampoline park.

Mr Agrawal 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 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 will officially open at 10am on October 20 and customers can except lots of goodies.

Aspinal of London will be helping shoppers to make their purchase unique, with complimentary personalisation on any purchase in store until November 1.

It will also be treating shoppers during opening weekend to a glass of Nyetimber English sparkling wine.

Until November 15, Pepe Jeans London is bringing its Pepe’s Custom Studio Service in-store, allowing customers to create their own unique denim with different techniques including laser, painting or studs.

Cath Kidston will be installing a flower wall for shoppers to pose against. Those who tag their posts with #25yearsofcathkidston will be in for a chance to win a £250 shopping spree.

The first 100 customers spending over £35 will also receive a free tote bag and all shoppers on opening weekend will receive a glass of prosecco and elderflower fizz.