The O2 could be set to have a brand new outlet shopping mall developed inside it.
An outline planning application has been submitted to Greenwich Council to establish a "retail outlet village" in the the former Millennium Dome in North Greenwich.
The plans envisage two storeys of shops with a leisure offering, such as bowling or a children's play area above them.
If built, it would be the "first significant Retail Outlet Village within the Greater London area," say the developers.
"Outlet" shopping centres typically offer products from well known brands at discount prices. Project architects RTKL carried out visits to outlet centres at Ashford and Bicester as part of their research for the designs.
They suggest in their plans that five "zones" could be created, each offering distinct characteristics such as "Main Street" for popular brands, a "Market" for stalls and smaller shops and "The Court" for upmarket, designer brands.
The applicant says the scheme will "deliver the final component of The O2 and complete its transformation into a world class destination for the London Borough of Greenwich," adding that the increased daytime footfall "will enable The O2 to strengthen as a world leading leisure destination."
If the council approves the concept of a retail shopping village in the outline planning application, a more detailed planning application will have to be submitted before it can go ahead.