London Designer Outlet (LDO), the capital’s leading fashion and lifestyle destination, has unveiled a striking, large-scale new public artwork that transforms its heart into a vivid celebration of Wembley’s identity. “Opening Ceremony: Wembley’s Parade of The Giants” is a monumental mural that invites visitors to see the area through a mythic lens where everyday icons become giants and local stories are elevated into folklore.
Arriving just ahead of one of Wembley’s biggest event summers with global acts like Coldplay, Oasis, Dua Lipa and Guns N’ Roses – the mural captures the spirit of a place long defined by collective experience, cultural energy, and moments that become memories.
Installed at the very core of the centre, Opening Ceremony reimagines Wembley’s history as a fictional parade of eight towering figures – giants who each represent a strand of the neighbourhood’s cultural DNA. From The Olympian and The Footballer to The Creative and The Superfan, these characters turn the wall into a stage where heritage meets imagination, and local pride takes centre stage.
As one of London’s most iconic cultural districts, Wembley Park continues to reinforce its status as a premier destination for world-class entertainment. Echoing the seasonal migration of birds that pass overhead, the mural reflects the constant flow of people, stories, and cultures that have shaped – and continue to shape – Wembley’s dynamic identity.
The mural was created by emerging designers Kulay Labitigan, Haihan Li and Claudia Casino, graduates of the MA Narrative Environments course at Central Saint Martins, University of the Arts London and a global leader in art and design education. Developed in partnership with London Designer Outlet, the collaboration reflects a joint mission to champion future-facing design talent and explore how storytelling can meaningfully connect people to place.
Rendered in a bold, illustrative style that blends graphic storytelling with folkloric surrealism, the mural is packed with playful details and pop culture nods from vintage football jerseys to Taylor Swift friendship bracelets; creating an open, inclusive invitation to pause, look closer and find your own Wembley story.
Michelle D’Vaz-Plant, Head of Marketing at London Designer Outlet, said:
“London Designer Outlet has always been the heartbeat of the Wembley Park community. This mural captures the deep emotional connections people have with this place, whether it’s their first concert, a family day out, or simply walking these streets every day. ‘Opening Ceremony’ turns our shared memories into something joyful, bold, and larger than life.”
Spokesperson, MA Narrative Environments, Central Saint Martins, adds:
“Wembley is one of the most culturally rich and diverse areas in London, and this mural reflects that beautifully. ‘Opening Ceremony’ celebrates the everyday stories, traditions, and icons that shape this place, from grassroots creativity to global spectacle. The work is grounded in deep local research and community insight – hallmarks of the MA Narrative Environments course which encourages students to listen carefully, design responsively, and create narratives that resonate with real people in real places.”
As a new highlight of the Wembley Park Art Trail, Opening Ceremony enhances the area’s growing reputation as one of London’s most dynamic outdoor cultural destinations. With more than 20 permanent public artworks, the trail transforms the neighbourhood into a living gallery – open, evolving and free to explore.
The mural also signals the beginning of a wider programme of community-led cultural activity by London Designer Outlet, with digital activations and storytelling campaigns launching in the coming months to deepen engagement and amplify local voices. As part of its ongoing commitment to creating an inclusive, welcoming environment for all, LDO continues to champion initiatives that reflect the diversity, creativity and spirit of the community it serves.
