The O2 venue, rebranded The O2, was reopened to the public on 24 June 2007 with a concert by Bon Jovi in the arena. The O2 celebrated its first year with a book, including a double page picture of Elton John from his September 2007 "Red Piano" show. Prior to this reopening, other events took place, including a soft opening for residents of the area to explore the entertainment district and an opening for staff called "The O2 Premiere" which featured Peter Kay, Tom Jones, Kaiser Chiefs and Basement Jaxx. An event called "Out of the Blue" featuring circus acts also took
The O2 due to its reputation as a failed project, being tagged as 'The White Elephant.' Since its opening, there have been signs of the press and public calling it The O2. It is currently the largest entertainment district in London. To mark its opening, AEG spent £6.5 million on a mass advertising campaign, led by VCCP, throughout Europe to promote The O2. The development took place in the form of new buildings being built inside the dome structure. The dome structure was not changed as part of the construction with the exception of blue lights being added to the support poles