The single-storey temporary store is located on Rotten Row in the south of Hyde Park and is expected to attract thousands of visitors a day.
The shop is the only location outside the Olympic Park where fans can buy London 2012 Official Olympic Venue Collection merchandise; Coca-Cola Olympic merchandise including highly coveted Coca-Cola Olympic and Paralympic Games pin badges; one-of-a-kind signed memorabilia and a collection of giftware produced by The Royal Parks.
Later this month, customers will get the chance to have their photo taken with the Olympic Torch in the Coca-Cola Official Pin Trading Centre and create a personalised pin badge. There will also be special athlete visits throughout the Games.
adidas, official sportswear partner of the London 2012 Games, will share their passion for sports by providing three sport specific challenges for visitors to prove their skills, with rewards and prizes to be won.
LOCOG chief executive, Paul Deighton said: ‘With just over two weeks to go until the Games, now is the time to show your support for London 2012 and for Team GB and ParalympicsGB.
‘Our latest shop, London’s largest ever pop up shop, offers something for everybody at every price point – from one off excusive collectables to children’s toys.
The Royal Parks’ Chief Executive, Linda Lennon CBE said: ‘In addition to hosting the Olympic Triathlon and Marathon Swim Events in Hyde Park, we are also proud to play host to the largest London 2012 Shop in the capital.’
The store is open until 16 September and is fully equipped to accept Visa contactless and mobile payments.