Guide to the Icon Outlet

The O2's new premium shopping experience brings together a dazzling collection of superior brands and restaurants. Read on for City Countdown's guide to the Icon Outlet

Need to up your fashion game a notch? Then get yourself down to the O2, because the ICON Outlet has got you covered.

The venue is South London’s cool new fashion destination. Located on futuristic Greenwich Peninsula, the Icon Outlet has quickly gained a reputation for its ice cool fashion and red hot discounts.

Part of the O2 entertainment complex, the centre is home to over 60 leading brands, with more big names being added all the time.

If you are thinking of visiting the venue for the first time and wondering what to expect, then here’s our definitive guide to the Icon Outlet.

How it all began

The O2 was initially christened the Millennium Dome. Built to celebrate the beginning of the third millennium, the building was opened to the public on the 1st of January 2000.

The venue was not short of controversy however, with many critics pointing to the rather lacklustre central exhibition, the Millennium Experience.

Deemed far too political and pedestrian, the exhibition was viewed by many as a failure with the organisers failing to attract even half the expected number of visitors.

Following the closure of the exhibition, the site lay derelict for a number of years. During this time several proposals were considered for ways that the dome could be used. One involved the football club Charlton Athletic relocating to Greenwich Peninsula. None of these proposals materialised, however.

Finally, in June 2007, the dome reopened with a new name, a new look and a brand new concert hall (the O2 arena).

Sky High Dining at the Emirates Air Line

Even though the venue had been purchased by the sports and entertainment giant AEG, Telefonica had won the naming rights to the building. The group wasted little time in renaming the venue, taking inspiration from their mobile division to rename the Dome The O2.

The new venue quickly became a huge success, with the O2 arena proving a particularly huge draw. Christened by a spectacular concert featuring American rockers Bon Jovi, the auditorium was soon welcoming the world’s best pop stars with Prince, Justin Timberlake and Take That amongst the stars to perform at the venue.

AEG have been steadily building the profile of the venue ever since. In 2012, the O2 played its part in the London Olympics when it hosted the gymnastics and basketball tournaments. In the same month, the venue launched perhaps its most daring attraction yet – Up at the O2. The attraction offered participants the chance to scale the vast roof of the venue, albeit in a sturdy safety harness. The experience proved another success.

The venue is also home to London’s largest cinema (Cineworld Greenwich), a free jumping attraction (Oxygen Freejumping), a bowling alley (Hollywood Bowls), an immersive theatre experience (Mama Mia the Party) and an interactive Sky Studios.

Then in July 2018, AEG and Crosstree Rail Estate announced plans for the final piece of the O2 jigsaw, the Icon Outlet.

The Venue

The incredible ceiling at the Icon Outlet at the O2

The first thing you notice when you arrive at the Icon Outlet are the stairs. Well, to be fair, you can hardly miss them, as they are absolutely breathtaking. They are intended to catch the eye and boy do they do the trick. It’s little surprise that the stairs have quickly become an Instagram hit, with influencers regularly found posing in front of them.

The centre is split over two levels with the brands dispersed over both floors with the restaurants confined to the ground floor. Throughout, the centre maintains a high end, luxury look with the gently undulating roof and the iconic O2 pillars providing the requisite design flourish.

The Shops

You really are spoilt for choice at the Icon Outlet. Phase 1 of the project introduced 45 brands, with names as such as Tommy Hilfiger, Ted Baker, Hackett, Gant, Aspinal of London and Cath Kidston.

The 2nd phase of the development (July 2019) added a further five brands with Adidas and Nike stores amongst the new vendors. The new Nike store, which is situated next door to the arena, boasts 13,500 square foot of space, with the Adidas store having to make do with “only” 7,300 square foot.

Here is the full list of venues at the Icon Outlet:

Adidas, Asics, Aspinal of London, Beauty Outlet, Build-A-Bear, Calvin Klein, Cath Kidston, Clarks Outlet, Craghoppers, Crew Clothing, Dune London, FatFace, French Sole, G-Star Raw, GANT, GAP, Guess, Hackett, Hobbs London, Hotel Chocolat, Indulge Fragrances, Jack Wills, James Lakeland, Joseph Cheaney & Sons, Karen Millen, Kurt Geiger, Lead + Ball, Levi’s, Lindt, Miss Sixty, Moleskine, Nike, Osprey London, Paperchase, Pepe Jeans London, Phase Eight, Radley London, Regatta, Remus Uomo, Rolling Luggage, Scotch and Soda, Skechers, Tateossian, Tommy Hilfiger, Sunglass Hut, Ted Baker, The Body Shop, The Cosmetic Company Store, Whittard, Yankee Candle.

Food & Drink

Customers enjoy a chat at the new Icon Outlet at the O2

Shopping is hungry work and the Icon Outlet have certainly not scrimped on eating options with an impressive line up of 26 restaurants and bars for the hungry shopper to refuel. Here is the full list of vendors:

All Bar One, ASK Italian, Benito’s Hat, Beer & Burger, Eathai, By Chloe, Byron, Cabana, Five Guys, Frankie & Benny’s, Garfunkels, Gaucho, Gourmet Burger Kitchen, Hai Di Lao, Harvester, Hollywood Bowl, Jimmy’s World Grill & Bar, Las Iguanas, Nando’s, NY-LON, Pizza Express, Rodizio Rico, T.G.I Friday’s, The Gentlemen Baristas, The Slug & Lettuce, Wasabi, Water Margin,  Zizzi.


Adding to the already impressive list of brands at the venue is uber cool fashion events group, Showcase. The company, which has a flagship store on Regent Street, recently opened a 3,400 sq. ft showroom at the venue.

Showcase are best known for their sample sales. The events allow customers to purchase garments from some of the world’s leading fashion designers. The company also work with less established designers, providing a platform for up and l ml designers  showcase their designs.

The CEO of Showcase, Katie Holland said: “Showcase provides a platform for leading luxury brands and we are excited to introduce this business model with our second showroom at ICON Outlet as we continue to evolve our retail offer.

“We know our exclusive luxury sample sale events will be popular with the premium outlet’s audience and look forward to launching our first event.


As cool and iconic as the venue is, it’s the discounts that will have shoppers coming back time and time again. The ICON Outlet’s vendors offer discounts of up to 70% off retail prices, so you can truly shop until you drop.

Feel like an icon

The Icon Outlet is all about premium shopping and to ensure you feel completely like an icon, the centre have created several premium perks for visitors to the centre. These include:

  • The Icon Outlet Discount Card
  • Hands Free Shopping
  • Home Delivery
  • Shopmobility
  • Shopping Drop
  • Bag Drop

Visiting the Icon Outlet

Here are the opening hours for the centre:

MONDAY-WEDNESDAY 10:00 – 20:00


SUNDAY12:00 – 18:00

Forthcoming Vendors

Getting There

If you’ve ever traipsed all the way to Bicester Village Outlet Centre, then you’ll obviously appreciate the fact that the Icon Outlet is a mere 15 minutes away from Central London. Speedy Jubilee line trains connect the centre to the centre of London. Alternatively, if you fancy a more chilled out way of getting there, why not check out the riverboat services which run to Greenwich Peninsula.

The MBNA Thames Clippers allow visitors to travel in style when visiting the venue, with services departing from central London departure points every 20 minutes throughout the day.

If you are travelling by bus, services 108, 129, 132, 161, 188, 422, 472 and 486 all serve the centre.

If you are coming by car

The O2 is signposted from the M25, A2 A20 (from the South East) and the M11 (from the North) and there are three huge car parks at the centre.

Best of all, if you spend more than £35 at the complex, you’ll receive four hours of free parking. Find out more here.

The Icon Outlet at the O2 is the hottest new shopping destination in the capital with a whole world of cool fashion and designer names for the visitor to discover. With up to 70% reductions on retail prices across the centre, the venue is the place to go if you want to update your wardrobe but not break the bank doing so.

As part of the O2 complex, the centre is also blessed with a wealth of eating and drinking options with 26 fantastic restaurants and bars to choose from. So if you need to take a break, there’ll always be something good to eat and drink.

We hope that you have enjoyed our guide to the Icon Outlet and we hope it helps you get the best out of the venue. Happy shopping!

To find out more about these offers, please click here.

For information on other great shopping destinations in London, please click here.


-Places to Shop in London-
What: brand shopping
Any bargains: up to 60% off
Where: The O2, Greenwich
Website: The Icon Outlet