Continuing the Olympics analogy, Bolland likened the crowds outside the store facing the M&S Stratford team to a “rugby match”.
Crowds grew so big that security at the shopping centre asked some retailers, including US fashion giant Forever 21, to open before its official 10am opening.
Both Westfield chairman Frank Lowy and Mayor of London Boris Johnson made speeches to mark the launch of the centre, before an energetic performance by singer Nicole Scherzinger.
Lowy said: “This is a very proud day for Westfield but an even more momentous day for east London. The 2012 Olympics will be a fantastic launch for this centre. It will do so much for the revival of east London.
“This wonderful shopping centre is certainly for the long term, for next year and beyond.”
Retail leaders including Sir Philip Green, Marc Bolland and Charlie Mayfield helped cut the ribbon to officially open the centre – the largest inner city shopping development in Europe.
Retail Week
