New Look is running press ads as well as a localised ads in tube stations around Oxford Street and taxi vinyls to promote the opening.
X-Factor stars JLS are rumoured to be opening the store.
The 26,000 sq ft store will have the chain’s biggest shoe department with an entire floor devoted to foot wear.
The store’s fascia includes a window display and visual merchandising created by retail design agency, Green Room Retail.
The store is located on the site of the former Borders books store, which closed last year before the chain went into administration.
The store will also feature a Starbucks coffee outlet.
New Look announced plans to list its shares on the stock market earlier this week saying it hopes to raise £650m to reduce its debts.
The group was taken private founder Tom Singh in 2004.
New Look currently has over 1,000 stores, including 601 in the UK. It plans to expand both its UK and international operations in coming years.