Restaurants reopening soon at The O2

We’ve all been missing our favourite restaurants and the chance to get out and let someone else take care of dinner plans.

So we’re excited to announce that from Saturday 4th July we will begin to welcome back some of our restaurants and bars at The O2, starting with Five Guys and Slug and Lettuce. They’ll both be open daily 12-8pm and we’ll be announcing more reopening’s over the coming days and weeks, so keep checking back for more updates.

Here’s a list of the restaurants that will be open and when.

Five Guys 12-8pm

Slug and Lettuce 12-8pm


Slug and Lettuce

July 3, 2020

Posted In: Shopping, Style

On trend…5 summer must have looks for Him

Whilst the world has been in lockdown, the fashion wheels have not stopped turning. It’s time to pack away your isolation wardrobe and get some glamour back in your life. We’re here to help you navigate this summer’s trends, and to reassure you that we’ve got you covered when you’re ready for your first taste of retail therapy.

Our team have pulled out the need-to-know fashion trends for men this summer, and where you can find them at Icon Outlet. We’ve got over 60 superstar brands with up to 70% off RRP every day, all under the world-famous roof of The O2.


1 Preppy 

The return of preppy dressing is fully back in the picture; from boat shoes to Oxford shirts – and clashing colours seems to be a key feature. We recommend you invest in a preppy shirt and chinos from Hackett, and complete the look with a rugby shirt from Jack Wills.


2 Double Denim

Love it or hate it, double denim is back with a vengeance. What better time to invest in a pair of jeans, and a denim jacket for life – good quality denim will always be in fashion. Zip along to Levi’s to check out their offers on the world’s most famous jeans.

3 Working from home

With the world of work changing, many of us have relaxed our work wardrobe. But there’s a danger this goes a step too far. It’s time to update your basics and ensure you’re comfortable, and respectable. Head along to Tommy Hilfiger and Calvin Klein to look simply sharp.

4 Cargo Trousers

A throw-back to the 90’s some would say. GQ describes this trend as “All Saints at their peak”, rather than “Ray Mears climbing a peak”. Cargo trousers are now more than a utility trouser, they’re a fashion statement. Head along to GAP and pick up a pair.

5 Look to the future 

Shop for classic shapes including aviators and wayfarers, or make a statement with your eyewear this year. Futuristic wrap-around sunglasses are in, as well as oversized and feminine styles. Make sure you take into account polarization and lens strength too. Head to Sunglass Hut to chat to the experts who will guide you to the right choice.

June 17, 2020

Posted In: Shopping, Style

For Her…5 trends to revitalise your summer wardrobe

Summer is upon us again, and now more than ever, we’re seeking that perfect outfit to lift our spirits and make us feel fabulous.

Whilst the world has been in lockdown, the fashion wheels have not stopped turning. It’s time to pack away your isolation wardrobe and get some glamour back in your life. We’re here to help you navigate this summer’s trends, and to reassure you that we’ve got you covered when you’re ready for your first taste of retail therapy.

Our team have pulled out the need-to-know fashion trends for women this summer, and where you can find them at Icon Outlet. We’ve got over 60 superstar brands with up to 70% off RRP every day, all under the world-famous roof of The O2.


1 Power prints

Be brave and bold this summer – there’s no such thing as “too much”. The power prints are back. We’re talking clashing colours, giant dots and stripes, and florals on steroids. Head to Ted Baker for some well-cut designs in high definition.

2 Keep it short

The spring season saw well-cut tailoring as prominent as ever, but as we move into the summer time, the proposal evolves; enter the short suit.  Keep your staple blazer and pair with some beautifully tailored shorts.

Icon Outlet summer fashion woman

3 Heavy on metal

Catch a glimmer on coats, trousers, tops and accessories; splashes of metallic silver are everywhere this summer. We recommend finding one statement piece, and keeping the rest of your outfit simple, to allow the piece to really shine. Head to GUESS to find gorgeous accessories with that extra bit of sparkle.


Icon Outlet Summer Fashion

4 Green with envy

A popping piece of arm candy can set any outfit off, and this season we’re seeing green everywhere. Get yourself down to Osprey London for classic handbag designs that will never go out of fashion, with a splash of colour to boot.

icon outlet summer fashion woman

5 Get Shirty

Shirt dresses consummate the perfect wardrobe this summer. Versatile, practical and stylish, we’re delighted that this trend is back, and we’ve got quite a selection. Head to GANT, or JOY to find your perfect fit.

icon outlet summer fashion woman

June 17, 2020

Posted In: Shopping, Style

Get ready for Spring with Icon Outlet’s Newest arrivals

What better way to get ready for spring than by giving your wardrobe a stylish update! We’re here to let you know about the shiniest new arrivals at Icon Outlet and to get you spring ready. We’ve compiled together the best picks from handbags to trainers, to ensure you will be on-trend for the upcoming season.

For Women

For women

Exude sophistication and charm with Radley London’s newest handbag range here at Icon Outlet, which creates the perfect combination of style on the outside and functionality on the inside. A flourishing story of rosy palettes and fresh prints, each style is beautifully crafted with a sunny disposition to transform your wardrobe this season.

Radley London

As if there weren’t enough brilliant shops at Icon Outlet, we welcome our newest arrival JOY. A fabulously British fashion and lifestyle brand, renowned for vintage-inspired womenswear, and unique and quirky gifts. Designed by women, for women, to indulge in effortless style for a look that is uniquely yours and exclusively JOY.

For Men

Exquisite craftsmanship and timelessness come together in the latest collection from Crew Clothing. This spring, Crew Clothing give a new take on a well-loved staple, their striped rugby shirt. With the eclectic range of styles available in a variety of bright colourways, Crew Clothing is the go-to brand for adding a pop of colour to your wardrobe this season with up to 50% in store now at ICON Outlet.



If the unseasonably mild weather isn’t enough to make you want to wear your trainers and bound around the park, this season’s new crop of fitness wear from Nike, New Balance, ASICS’ and adidas at Icon Outlet certainly will be. Step into this spring with running gear built to help you own the road, trail and track, by combining outstanding performance technology with luxury details in understated styles.



Express your personality and style through accessories with the new range at Tateossian, celebrating their 30th birthday. Shop their exquisite new collection of men and women’s jewellery, full of refined and meticulously crafted accessories that are unique and wearable.

Cath Kidston

Snoopy is taking a starring role in Cath Kidston’s latest character collaboration series, with a collection launching across fashion, kids, home and accessories. The collection now available at Icon Outlet, features the beloved black and white cartoon canine across 22 different lines. As with previous Cath Kidston collaborations, the new collection is full of nostalgia and fun, drawing on inspiration from the vibrant colours found on vintage Snoopy book covers. With the use of slogans ‘Dream’, ‘Love’, and ‘Happy’, it really reflects the heart-warming emotions of Snoopy in the designs.



What could be a better accessory than a fragrance? The Cosmetics Company Stores’ new range provides some of the best perfume, which is so much more than just a scent; it’s an extension of an outfit, a sensory statement, a way of leaving an imprint on the minds that you encounter. From vibrant citrus notes and sensual musks to bold and beautiful florals, spring’s newest fragrances are a bold and beautiful bunch here at Icon Outlet where you can receive an additional 50% off.



Head to ProCook for their new ‘spring brights’ kitchenware range. This new collection highlights their timeless styles, with bursts of colour to give a more contemporary look, whilst providing an outstanding level of quality. Now exclusively available in store at Icon Outlet at The O2.

For all our latest promotions head to our offers page on our website, or sign up to our newsletter in the footer to keep up to date with everything happening at Icon Outlet at The O2.

February 12, 2020

Posted In: Style

More to do at Icon Outlet this half term

Wondering what’s on this half term? Well, you’re in luck. As well as great outlet shopping all under one roof, we’ve gathered a list of all the best activities, events and things to do at Icon Outlet at The O2. From KickTown football and the Selfie Factory to the latest released movies, there’s tons of family-friendly activities to get stuck into during this February half term.



KickTown, a game designed by famous youtuber Harry Lewis, has recently opened its doors on the Lower level of ICON Outlet. Your kids can enjoy games such as kicking a football into the boot of a supercar, hitting a giant ricochet ramp, and a ‘hole in the goal’ shooting test. Each challenge attempt is recorded, allowing you to leave not only with your scores but also footage of your attempts.

Selfie Factory

Selfie Factory

Enjoy the new quirky interactive pop-up experience for taking selfies where you can fill up your camera roll with incredible photos of you and your family. The exhibit features a unique photo friendly environment to up your Instagram game, including a giant ball pit room, a donut wall, pink supermarket and so much more.

Hollywood Bowl

Hollywood Bowl

The Hollywood Bowl boasts 12 pre-bookable state of the art bowling lanes, including three VIP lanes. Whilst there you can also enjoy freshly made American classics in the Hollywood Diner or grab a milkshake from the bar. Why not challenge your family and friends to a game of pool or even try out the great range of fun-filled amusements that are guaranteed to keep everyone entertained. It’s the place to create memories and share fun times with your family and friends.



From the return of beloved classics such as Dr Dolittle, to brand new adventures with Dora and the lost city of gold, the half term holidays are packed with films for all ages. So embrace your inner child this half term, and don’t forget, with the Cineworld family ticket, adults only pay kids prices.



With over 30 restaurants, cafes and bars at The O2 all offering half term deals, you’ll have plenty to choose from when feeding those hungry tums. All the menus are jam-packed with kids’ favourites. From Frankie & Benny’s, Pizza Express, Nando’s, Butcher and the Farmer, and by CHOLE, take them somewhere you want to go too and rest assured they’ll be well-catered for. You’ll find high chairs, activity packs and friendly waiting staff, all on hand to make your trip as smooth as possible.



Shop to your heart’s content. When you spend £35 or more you’ll receive four hours free parking at Icon Outlet at The O2. Perfect for those who want to take their time exploring all our kids activities and shop over 60 superstar brands.

February 12, 2020

Posted In: Style

Icon & friends: Christmas Gift Guide 2019

Another year is almost at a close, and Christmas has hurtled around again. So whilst you’re pre-occupied with enjoying the festivities, we’re a one-stop-shop for all of your Christmas shopping.

Still got presents to buy? Don’t worry, Icon Outlet at The O2 makes Christmas shopping convenient, stress free, and helps you spoil your loved ones with 60 of their favourite brands, at up to 70% off.

“They always have a fantastic range of classic items, accessories and homeware gifts. All of which are ideal Christmas presents.” – The Everyday Man

This year, we’ve teamed up with some of London’s hottest fashion influencers, to pick out some perfect gifts for all the family. In the last couple of weeks, we’ve welcomed Jane of What Lulu Loves (@luludumas), John aka The Everyday Man (@theeverydayman), and the team at Menswear Style (@menswearstyle).

Follow the links to view their full blog write-ups and Instagram posts about their trip to Icon Outlet at the O2.

So whether you’re looking to delight that special someone, or find stocking fillers that will “wow”, you’ve come to the right place. Let’s dive straight in…

Top Pick for Her: Designer Handbag

Nothing says “Merry Christmas” like a fabulous piece of arm candy. Jane loved an Osprey of London handbag that she snapped up for her Mum. The team at ICON Outlet picked out a range of gorgeous wallets from Aspinal of London – perfect as extravagant stocking fillers or the main event.

Top Pick For Him: Statement winter accessories

It was unanimous. Our influencers went wild for statement winter accessories. From hats to gloves and backpacks, there are loads to chose from at brands including Ted Baker, Scotch & Soda, Hackett, Brooks Brothers, and Joseph Cheaney & Sons, to name just a few.

The two tops picks are the Baker Boy Cap from Lead + Ball as chosen by the Menswear Style team; perfect for those Peaky Blinder fans out there, and the GANT Men’s leather gloves, as chosen by The Everyday Man.

(Photograph courtesy of @MenswearStyle)

Top Pick for the Kids: Build-a-Bear Workshop
All of the influencers were wowed by the array of sports shops. You could go crazy for kids casual wear at Nike, Adidas, Tommy Hilfiger, GAP and Jack Wills. But if it’s little ones you’re shopping for, then you can’t go wrong with a trip to Build-a-Bear Workshop.

Stocking fillers
If you’re looking to top up the stockings, then there is no end of options here. The team at Icon Outlet recommend The Body Shop pick ‘n’ mix, and Hotel Chocolat for some Christmassy chocolate treats. Our influencers also picked out Calvin Klein for pyjamas and underwear and The Cosmetic Company Store for all your favourite cosmetics brands at up to 70% off.

With late night shopping until 10pm on Thursday – Saturday, our shopping drop service; so you can enjoy your time at The O2 without your bags, and home delivery on spend over £150 – we’re looking forward to helping you have your most glamorous Christmas yet. Our Icon Outlet elves will even wrap your presents for you! See our services page for more details

December 13, 2019

Posted In: Style

Discover Christmas at Icon Outlet

As the Christmas lights twinkle across London, Icon Outlet at The O2 is set to be the number one destination to fill your stockings this year. Discover Christmas at Icon Outlet with us!

We’re not only ready to make your Christmas shopping experience fun and fabulous, but we’re also giving you the chance to indulge your loved ones with luxury brands at outlet prices.

What can I expect at Icon at The O2 this Christmas? Well, we’re glad you asked…

Four hours of FREE parking

There’ll be no bah-humbug at Icon Outlet this Christmas. Instead, we’re treating you to four hours of free parking when you spend £35+. (Please note: this does not apply to sleighs). Visit Parking for full T&C’s.

FREE gift wrapping

If you avoid wrapping your presents until the last possible minute, our elves will be happy to wrap your Icon Outlet shopping, and there’s no minimum spend! Visit the Services page to find out more.

FREE live music

We’ve put on a programme of live music at Icon Outlet with upcoming talent from across the capital in the build-up to Christmas. Come on down to the shop, and then put your feet up and enjoy some free live entertainment under the roof of one of the world’s most famous entertainment venues.

Additional savings – up to 30% off outlet prices

Throughout the whole of the month of December, there will be additional promotions across Icon Outlet, with huge names including Nike, GAP, Asics and New Balance, taking an extra 20-30% off outlet prices. Check out the Offers page, for up to date information on brand offers.

Perhaps you’re already heading to The O2 for an evening of Christmassy entertainment? Whether you’re at Capital’s Jingle Bell Ball or enjoying Christmas classics from Michael Bublé, make the most of our shopping drop facility…shop, and then leave your bags to collect after the show.

With over 60 of the best fashion and lifestyle brands, at up to 70% off the retail price, what more reason do you need to head down to Icon Outlet at The O2. We look forward to seeing you soon, and Merry Christmas!

Shop all our brands here.

December 2, 2019

Posted In: Shopping, Style

Showcase is now on at Icon Outlet

Just in time for the new season we’ve got a new arrival at Icon Outlet at The O2. We’re the first stop for Londoner’s and visitors seeking their favourite brands at outlet prices, but over the next couple of months, we’ve got even more reasons to visit…

Introducing Showcase. Now live at Icon Outlet.

“Sounds exciting! But what is Showcase?;” we hear you say.

Showcase is a partnership with global fashion houses, brands and designers to offer Icon shoppers an exclusive sample sale retail experience. In a brand-new space on the upper level of Icon Outlet, Showcase offers exclusive access to luxury sample sales from household name brands throughout the autumn and winter.

A hand-picked selection of brands will take up residence in Showcase from Thursday through to Sunday, including many brands that do not have stores at ICON Outlet; Superdry, Helmut Lang, Theory and J Brand amongst others. On each Showcase weekend, you’ll get exclusive access to up to 80% off full-price pieces from last season.

Check out the Showcase calendar below, and get the dates in your diary:

  • Helmut Lang : 24 – 27 October
  • Paul Smith : 10 – 13 November
  • Reiss (TBC) : 14 – 17 November
  • Hackett : 27 November – 1 December

Keen to strut on down? To snap up your sample sale bargains, head to the Upper Level and look out for the Showcase space. It’s a basic queue system to enter, there’s a £2 charity entry fee required on entry, and it’s open during ICON Outlet opening hours.

With over 60 brands at always up to 70% off and now, we’re welcoming even more designer brands under our world-famous roof, there’s no better time to pay us a visit.

Keep an eye on our social channels for all the latest Showcase updates.

We look forward to seeing you at Icon Outlet at The O2 soon.

Shop all our brands here.

November 1, 2019

Posted In: Shopping, Style

New Balance Opens On Lower Level

There’s a new kid on the block at Icon Outlet at The O2. This Autumn, we’re excited to announce the signing of performance wears brand New Balance. The globally recognised American footwear and apparel brand are opening its doors on the lower level, on 17 October.

If your motivation is slipping as the days get shorter, then this is your remedy. Nothing gets you moving again like slick new workout wear. Now you can tackle your workouts with confidence in performance running shoes and stylish athletic apparel.

Founded in 1906, in Boston, Massachusetts, the brand has cleverly managed to keep performance at the heart of their product, whilst also staying relevant in a fast-moving world.

It’s been a big year for the global super brand, announcing explosive partnerships with young stars including Cori “Coco” Gauff, the US teen who stole the show at this year’s Wimbledon at the age of 15.

From centre court to centre stage, the brand has also hooked up with young sports stars and musicians including American rapper and singer-songwriter, Jaden Smith, son of the legendary Will Smith, for their Runs in the Family campaign. Check out the video below.



Renowned for its blend of function and fashion among its products, specifically its trainers in which performance technology meets style; the brand will stock their full range of footwear for training, walking, hiking and working, as well as shirts, jackets, hoodies, sweatshirts, shorts, and sweatpants for both men and women at ICON Outlet.

The announcement of New Balance follows a series of new openings for Icon Outlet including sportswear giants Nike and Adidas. Make sure you plan a visit to Icon Outlet at The O2 for all of your activewear needs.


New Balance opens at 17th of October at ICON at the O2



October 17, 2019

Posted In: Style

Half term adventures at Icon Outlet and The O2

This October half term, head across to Icon Outlet at The O2 for some family fun-filled adventures and offers. We have activities running from Monday 21 – Sunday 27 October that will take you through The O2 and Icon Outlet where you can shop, play, and win some great prizes. 

The O2 half-term adventure trail will have you collecting stamps at places such as Build-A-Bear Workshop, Sky Studios and Snowflake Luxury Gelato, and once you’ve collected all the stamps, you’ll enjoy prizes including a game at Hollywood Bowl and a treat from Nestlé.

See below for even more fun-filled action happening at Icon Outlet this October half term.



The half-term wouldn’t be complete without a little giveaway competition now, would it? If you’re interested in winning a £250 gift card to spend at Icon Outlet, then all you have to do is fill in the form here to be entered into the prize draw. We’re also offering up 5 x £50 gift vouchers to be used at GAP within Icon Outlet at The O2.

Click here to enter competition

Kid’s Table

A family-favourite at Icon Outlet returns with our Kids’ Table available 12-5pm between 21-25 October. Let your kids express their creative flair with arts & crafts, Lego building, bracelet making and so much more. And why not have a little shop while the little ones are entertained with up to 70% off over 60 superstar brands including; Nike, Adidas, Ted Baker, Guess, Aspinal of London, Cath Kidston, Skechers, G-Star RAW, GANT, Paperchase, GAP, Clarks, Hackett, Hobbs, Jack Wills, Kurt Geiger, Levi’s, Pepe Jeans, Rolling Luggage and more.

Dining Offer

Feeling peckish while you continue through your adventures at The O2? Pick from over 30 bars and restaurants that are offering half-term deals for you and all the family. There’s a new kids menu at Cabana, buy one get one free kids menu at Hook, free kids meals at Beer + Burger, complimentary cupcakes at by CHLOE, and free babychino’s at Gentlemen Baristas alongside colouring mats and biodegradable balloons to keep everyone entertained.

Parking Offer

Shop to your heart’s content when shopping at Icon Outlet at The O2. When you spend £35 or more, receive 4 hours free parking at The O2. Perfect for those who want to take their time looking at over 60 superstar brands we have available, especially with the kids in tow!


Competition giveaway

October 15, 2019

Posted In: Style