iCITY, the company selected by the London Legacy Development Corporation (LLDC) to transform the former Press and Broadcast Centres on Queen Elizabeth Olympic Park into a world-leading creative and digital cluster, has had its plans for redevelopment approved by the LLDC's planning committee.

The company has also revealed that the development will be named Here East. The unique location will bring together global companies alongside east London's most innovative start- ups. With more than one million square feet of space, it will offer some of the most advanced digital infrastructure in the world, including almost unlimited bandwidth connectivity and the highest capacity power.

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Here East will partner with Hackney House, Hackney Council's award-winning alternative trade mission, during 'South By Southwest Interactive' in Austin, Texas, between the 7th and 10th March 2014, where it will showcase its plans to support London's fast-growing creative and digital community. SXSW is the world's largest interactive, music and film festival. It has been the launch platform for some of the world's largest and most successful digital companies, including Twitter's debut in 2007, Foursquare in 2009 and Storify in 2011.

The planning decision marks a major milestone in the delivery of the Olympic legacy and is another step towards creating a home for world-leading creative and digital companies on the heart of Queen Elizabeth Olympic Park. Here East will be the significant generator of employment, training and education opportunities across the Park and support east London's flourishing creative and digital industries. It will create over 7,500 jobs, including 5,300 directly on-site and a further 2,200 in the local community through the impact of using local supply chains and new business generation. Redevelopment of the buildings is expected to begin in summer 2014.

(CD/JP)