The O2 simplifies brand architecture with ‘Outlet Shopping at The O2’

The O₂ has announced a revision of its outlet shopping brand identity, simplifying ‘Icon Outlet at The O₂’, which is owned and operated by AEG and Crosstree Real Estate Partners, to ‘Outlet Shopping at The O₂’_.  The change in name closely aligns the outlet shopping brand with the wider destination offering at The O₂, simplifying the proposition for customers by bringing together the distinctive assets found at the world-famous venue.

Following five stellar years of success for The O₂’s retail offering, the bringing of outlet shopping directly into The O₂‘s brand ‘family’ is the latest move in the destination’s efforts to consolidate its position as the world’s most popular live entertainment, leisure and retail destination. Outlet Shopping at The O₂ (formerly Icon Outlet at The O₂) has enjoyed consistently strong performance results since its opening in 2018, with the outlet currently up +17 percent on like-for-like year-to-date net sales vs 2022*, with categories such as confectionery, sports, and beauty up +41 percent, +33 percent and +25 percent respectively.

The recent brand alignment recognises the intrinsic role outlet shopping plays in The O₂’s comprehensive offering, helping to reduce the ‘either/or’ choices customers have to make with dining, entertainment, socialising and shopping all available under one iconic roof. Joining fellow namesakes The O₂ arena and Up at The O₂, the revitalised brand cements the position of Outlet Shopping at the iconic destination, whilst streamlining the brand architecture for customers.

Outlet Shopping at The O₂ will have a new, simplified logo, taking inspiration from The O₂’s iconic tent, creating a distinctive asset for use in marketing commincations and accoss the venue with all signage and way-finding updated as part of the project.

Robbie Balfour, Marketing & Brand Director at The O₂, commented: “This is an exciting moment for us as the transition to Outlet Shopping at The O₂ symbolises the next phase of our journey as a destination, and as a brand. Outlet shopping has played a key role in the success of The O₂‘s unique proposition as a full day out destination, and the revitalised name acknowledges how it has contributed to, and evolved alongside, The O₂’s all-encompassing offer. Crucially, this streamlined brand architecture not only better enables outlet shopping to leverage the iconic, and well-known brand of The O2, but also simplifies things for our customers. Whilst the physical experience and customer journey won’t change, from a marketing perspective we will be delivering a more seamless blend between retail, leisure, and F&B.”

Janine Constantin-Russell, Managing Director of the Entertainment District & Outlet Shopping at The O₂, added: “The O₂ is a destination which never sits still but rather it continues to develop and evolve, accelerated in recent years with the addition of outlet shopping. Following an incredibly strong five years for retail, with international and independent brands securing locations here at The O₂, as well as an abundance of successful brand activations and experience-led services, we feel that now is the right time to bring the outlet shopping brand closer to the The O₂ family. Outlet Shopping at The O₂ reflects a natural evolution of varied offering at The O₂, bolstered by the steadfast success of our retail teams, tenants, and overall customer satisfaction, and we are pleased to welcome in this next era of outlet shopping as it reaches its fifth year at the destination.”

KLM and CBRE represent Outlet Shopping at The O_2.

*These sales figures exclude the 10 week closure period in 2022 (18^thFebruary to 28^th April) due to Storm Eunice.