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 in October 2018, completes the loop of The O2, adding an extra floor in parts and providing space for 85 stores. Brands that have signed deals to take space include handbags maker Aspinal of London, Calvin Klein, Hackett, Ted Baker, Gant and Levi’s. In late 2007, Marine engineering consultancy, Beckett Rankine, were appointed to investigate the possibility of a cruise ship terminal being built. In 2012 it was reported that the O2 would be sold by its owners, Anschutz Entertainment Group (AEG), as part of the disposal of the entire company's assets, rumoured to be valued around $7 billion. The