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
Loud Tour Live at the O2 incorporate her fans into the experience. When asked by Seacrest about the fan experience, she explained, "Right now, we just designed the stage. I'm really not supposed to say this, but I want to get you excited ... We're building two sections on the stage [for the fans. They'll be] closer than they've ever been. It's real VIP." Apart from North America, Rihanna also performed two legs in Europe and one in South America. "Loud Tour Live at the O2" was filmed at the O2 Arena show in London. During the tour, Rihanna performed 10 shows in London's O2 Arena.