Excited shoppers lined the streets of Oxford this morning, as the new multi-million pound Westgate Shopping Centre officially opened its doors.
The site which originally housed a shopping complex in 1970s, now boasts a new £440 million development.
Covering 800,000 square feet, the complex consists of restaurants, a cinema and around 100 stores.
Westgate Oxford Alliance estimated the centre would bring around 15 million visitors, and offer upwards of 3,500 full time jobs.
There were previous concerns about the vast mount of expected traffic to the area, and residents were encouraged to use public transport if possible.
Rather than ribbon-cutting, visitors were entertained by the Alice in Wonderland themed key holding, in an opening ceremony attended by the Mayor and members of the local council.
Around half of all stores in the complex were trading today, with the remaining stores preparing to open for business in the run up to Christmas.