Luxury department store Liberty today opened its first shop outside of its iconic store on Great Marlborough Street in central London with a shop in Westfield Stratford.

The 1,700 sq ft store is situated along the main promenade that visitors to the Olympics will walk down on their way to the Stadium.

The initial plan was to open the store on a temporary lease but sources indicated in April that Liberty was mulling operating the Westfield Stratford shop on a permanent basis.

The store includes a host of vintage display pieces and whimsical curiosities, while outside the store are two ‘Queen’s guards’ in full regalia offering photo opportunities for passing shoppers.

Liberty has launched a social media campaign to back the opening, by installing a giant photo-booth in the window, hand­painted to resemble a retro British seaside attraction.   Customers can pose in the booth and their images will then appear on the Liberty London Facebook page.