Europe’s first ever integrated casino, hotel, shopping, conference, cinema, and entertainment complex opens today with a “coming to life” daytime-only shopping experience. The entertainment and event center stands at twelve stories and covers over 540,000 sq ft.

The first people through the doors during Resorts World Birmingham’s soft opening will receive special gifts and prizes before venturing to the outlet stores. Barry Clemo, Genting’s Operations Manager, confirmed that more than two-thirds of the retail shops will be open for business at 10:00am, as well as three or four restaurants – enough for first time visitors to thoroughly enjoy their putting.

H&M will be treating the first 200 guests with goody bags. The Body Shop is featuring a raffle and giving gifts to their first 50 customers. Carhartt will have an h’orderve table set up and provide an in-store DJ. Phase Eight will be offering champagne. The Gap and New Balance will be offering “soft-launch” discounts.

The cinema, bars, and casino are expected to be open to the public on the 26th, and the four-star Genting Hotel is expected to open to guests by November 2.