Hundreds of West Ham United fans flocked to the new club store at Westfield Stratford City on Tuesday.
The brand new shop is at the heart of the biggest shopping centre in Europe, a javelin throw from the new Olympic Stadium. Customers queued from 7am to get inside, with the first 100 through the door getting their hands on special Hammers goody bags.
Store staff had worked through the night to get ready for the big opening, with a window cleaner giving a final shine to the glass frontage seconds before the doors opened for the first time at 10am.
The Hammers queue was the third longest of all the stores opening across Westfield, which is set to attract hundreds of thousands of visitors every single week. Club photographer Arfa Griffiths was on hand to capture the morning's events.
THE MORNING IN PICTURES
The calm before the storm - everything a Hammers fan could want and more
Some hardy souls were outside the store from 7am
Goody bags were piled up near the entrance for the lucky first customers
The queue was the third-longest seen anywhere in Westfield Stratford City
Club security were on hand but everyone was in good spirits
As the doors opened at 10am, 100 fans were inside within a minute
Everyone was eager to see what was on offer
Chairman David Gold then arrived to meet and greet fans
Mr Gold stood outside welcoming customers and signing autographs