Opening on Tuesday 13 September, the Stratford City store will be M&S's largest shop since it opened in Bluewater in 1999. The retailer claims it will be the first store to feature "a new, unique look and feel" for all its clothing sub-brands.
Fashion photographer John Akehurst shot the creative, which carries the strapline 'On your Marks…' and features a model wearing a pair of high heels from the retailer's Autograph sub-brand.
The retail and marketing activity is designed to adhere to the clothing strategy of chief executive Marc Bolland, who announced last November that sub-brands Per Una and Autograph would be given more distinctive values. Womenswear sub-brand Portfolio was axed and has been taken back under the M&S label.
Outdoor ads pushing the M&S store launch today (5 September) and will be followed by print advertising in the Evening Standard and Metro later in the week.
Rainey Kelly Campbell Roalfe/Y&R created the campaign and Walker Media handled media planning and buying.
Last week that the retailer signed up 'Van Wilder' star Ryan Reynolds and model and actress Rosie Huntington-Whiteley as the new faces of its Autograph autumn campaign.