Think the O2 is just for concerts? Well, think again. Although it’s not very well advertised, the O2 also contains the Icon Outlet, which houses a few premium shopping brands. So, if you’re visiting for a movie, concert, Disney on Ice show, or just here for a walk-around, be sure to check out Icon Outlet at the O2.

Date Visited: 15th March 2020 – at the time of writing, the Icon Outlet and O2 were still open in light of the Covid-19 situation. As always, please practise good hygiene and stay safe!

Location:  Icon Outlet, the O2, Peninsula Square, Greenwich Peninsula, London SE10 0DX

Getting There: Plenty of options available including; Underground, bus, sky-rail, ferry or car. All public transport options direct you to North Greenwich, which is a short walk from The O2. Parking is also available nearby. 

Cost: Free to walk around and browse, but obviously costs will depend on what you buy!

ABC Dad Cara at Icon Outlet


For those unaware, there is the Icon Outlet at the O2,. Although not on the same scale as the shopping outlets in the U.S. or even Bicester, it still has a good variety of shops to browse. If you’re already at the O2 for another event, or need to pick up a particular item, then it is worth checking out. 

A full list of shops is available here, but some of our favourites includes Nike, Gap, Skechers, and Cara’s favourite – Build a  Bear. As Cara had been practising her spelling all month, we thought we’d treat her to a new bear. A new addition to the family, Candy (Paddington) Bear. Discounts on the shops are advertised as up to 70%, but being an outlet, you may find that the newest style or right size is unavailable. 

There are also activities for slightly older kids, such as Kick Town (a football activity). There was also a new and interesting pop-up selfie shop, where you pay £6.99 and then spend 30 minutes to take photos in different ‘Instagram-able’ backgrounds like a pink ball pit and flower wall. If Cara was another 10 years older, I’m sure she would be in there. 

ABC Dad Cara at Icon Outlet Build a Bear

It doesn’t take long to walk around the entire area, so for those not interested in shopping, there is an end in sight. Alternatively, you can wait in one of the restaurants, pubs or watch a movie. Given it’s still very new, the surroundings are clean and there’s good access to amenities. 

More info: Icon Outlet at the O2


Burn Time: 2 out of 5 – depending on why you’re there, you could walk around the entire lot in about 15 minutes. However, if you’re there trying out clothes or for a Build-a-Bear party, you could be there a while.
Value: 4 out of 5 –
similar to above, depends on your purpose of visit. It could be free if you’re only browsing, or it could burn your credit card. On this occasion, we only purchased a bear and some bubble tea.
Overall: 3.5 out of 5 –
nice day out with Cara and big smiles getting her reward for the hard work she’s put in at school.

Are you a shopper? Visited Icon Outlet at the O2 yet? If not, pop in and take a look and let us know how you found it.