ICON Outlet & Entertainment Space

The Brief

We have been successfully working with AEG and Crosstree since 2017 on their destination retail and entertainment district, ICON Outlet at the O2. The Clients’ vision for this development was that it both support the main O2 events arena but also acts as a customer draw in its own right. This has been achieved through the careful curation of the retail, entertainment and F&B occupier blend.

Our work has included a new build project to add 8 cinema screens to Cineworld’s existing 11 screen complex, making it the largest cinema in London; a new build 30,000 ft² trampoline park now leased by Oxygen Freejumping; the completion of the 210,000 ft² (80 unit) retail space including 8 independent F&B restaurants and the addition of a private O2 members lounge within the main arena. We have also supported the Client with various services enabling works for incoming tenants.


AEG Europe & Crosstree Real Estate Partners


Greenwich Peninsula




210,000 ft²


  • Entertainment & Creative Industries
  • Retail
  • Hospitality


  • Project Management
  • Employer's Agent

The Challenge

All the works have been undertaken without disturbance to the operation of the O2, with project programmes carefully worked around events held there such as major concerts and the ATP Tennis tournament with allowances being made for quiet time outside of scheduled events for rehearsals. This constraint demanded a skilled approach to planning the phasing to ensure that the building works were sequenced around events at the arena and surrounding areas that had been booked months and years in advance on a strict timetable with no margin for error.

The major events held at the venue are attended by thousands of people (20,000 in the O2 Arena) and site logistics had to allow their safe movement through or around the site perimeter. This involved ensuring that time for the required adaptation works ahead of and immediately after major events was built into the contract programmes. Contractors had to comply with strict safety protocols dictated by the venue management team for construction traffic to and from the sites for public safety.

The Outcome

The various construction works were successfully completed on time allowing any retail fit out works to be completed to secure opening dates in line with lease agreements. The area of the overall site now forming the completed Icon outlet was the last undeveloped area within the Millennium Dome itself, and it is now possible to walk the full internal circumference of the site.

Our repeat work with both Crosstree and AEG is testament to the strength of our ongoing working relationship with them. 

Visitor annually
Number of retail outlets
Number of cinema screens

Other Projects We’ve Completed Include


AIR Studios

SEAT Westfield