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The centre will provide a gateway to the Olympic site and showcase the cream of British retail, including anchor stores Waitrose, John Lewis and Marks & Spencer.

In an increasingly tough marketplace, major high-street retail brands are looking to reinvent themselves in the minds of consumers, who are increasingly migrating to online shopping.

The Waitrose store is claimed to be the "greenest" Waitrose to date as the supermarket attempts to deliver on its promise to deliver a carbon reduction of 15% by 2020/2021.

The 20,988 sq ft store is the first Waitrose to be powered by an on-site energy centre. Unusable waste food will be sent to an anaerobic digestion plant, where it will be converted into renewable energy for the national grid.

Waitrose sister retail chain John Lewis is opening a 260,000 sq ft department store at Westfield Stratford City, which the company says is creating 750 new jobs.

The retailer is heralding the £35m site as the "next generation" and claims over 70% of the store will showcase new shopping concepts.

Marks & Spencer's Stratford store is among the first to carry a new format, which includes a new in-store navigation scheme and a unique look and feel for all sub-brands.

It is also being cast as a green initiative, with M&S claiming it is the most operationally carbon efficient store to date.

Westfield claims 95% of the site's 1.9 metre sq ft space has already been let. Major retailers trading at the centre include Topshop, Next, Apple, Prada, Nike and Hugo Boss.

In total, the site houses 300 shops, 70 restaurants, a , three hotels, a bowling alley and the nation's biggest casino.

Westfield Stratford is running live streams of launch events on its today, along with additional information on stores, events and offers.