Shopping addicts in need of some retail therapy while visiting luxury London hotels can now indulge themselves at the Westfield Stratford City shopping centre.
Having opened for the first time today (September 13th), the new emporium is Europe's largest urban shopping centre and is situated at the gateway to the Olympic Park.
Chart-topping singer Nicole Scherzinger performed at the opening in an exclusive show for select VIPs and competition winners.
Additionally, Look Magazine hosted a pop-up lounge to offer people fashion and beauty events including a Q&A session with top fashion bloggers.
Look, Britain's best selling fashion weekly magazine, held its fourth annual catwalk at the venue, with pop singer-songwriter Sarah Harding making her runway debut.
The new site includes a variety of shops, such as Forever 21, Topshop, Adidas, John Lewis and Uniqlo.
There are over 70 places to eat and drink, a 17 screen digital Vue cinema, the UK's largest casino, three hotels and an All Star Lanes bowling alley.
Co-chief executive of the Westfield Group, Steven Lowy, commented: "Westfield Stratford City represents the latest evolution of our thinking and skills in design, retail and leisure mix, technology and sustainability.
"We have been delighted with the performance of Westfield London in the three years since opening and that centre is expected to shortly reach £1 billion in annual retail sales. We would expect that in time, our two London centres will be the two top performing urban centres in Europe."
Not only does the shopping centre house 250 shops, but will also be home to 1,200 residential dwellings, which are expected to be completed just after the 2012 Olympic Games.