People queued up to get their first glimpse inside Europe’s largest urban shopping centre and gateway to the new Olympic Park as it officially opened its doors to the public in London last Tuesday.

By 8 a.m. – two hours before most shops opened – people lined up to enter Westfield Stratford City shopping centre which is home to more than 300 shops, 70 restaurants, a 14-screen cinema, three hotels, a bowling alley and the UK’s largest casino.

Most of the shops, including Marks and Spencer and John Lewis, opened from 10 a.m. with London mayor Boris Johnson and Frank Lowy, chairman and co-founder of the Westfield Group, cutting the ribbon at midday.

Pixie Geldof and TV presenter Nick Grimshaw were the event hosts and pop star Nicole Scherzinger performed live.

On the ground floor, Jamie Oliver’s first London-based Ministry of Food offered cooking lessons, demonstrations and culinary advice in Jamie’s Italian restaurant.

Sir Robin Wales, Mayor of Newham, said: “When we granted outline planning permission for Westfield Stratford City in 2005, we knew it would benefit the borough.

“Westfield represents more than just bricks, mortar and fabulous shops and restaurants, it has been instrumental in helping us to transform the lives of our residents by providing them with employment and jobs that they can turn into fulfilling and rewarding careers.

“Shoppers, tourists and visitors will also bring further economic benefits to Newham and will leave a lasting legacy long after the Olympics has rolled out of town.”

Large digital screens have been placed around the centre – which cost £1.4 billion – to show the main sporting events during the Olympics as well as travel updates and news.