Visitors to Covent Garden will be able to to enjoy a more personalised experience from today onwards, with a new app called The Pass launched by the district that unlocks 50 different special offers at multiple outlets.

The Pass includes exclusive rewards from some of the areas most loved brands, including Clinique, Dior, Oliver Sweeney and Aveda, as well as restaurants including Joe Allen, LIMA Floral and Laduree.

The app will also include additional branded content and services provided by a variety of merchants from within the popular tourist destination, as well as up-to-date information including a map of the area, news on events, store openings and offers, and the chance to attend special previews at new stores.

Covent Garden has adopted mobile technology before, when designer brand Marc Jacobs opened a Tweet Shop in the Piazza which saw consumers using tweets as social currency in exchange for branded merchandise.

“Weve spent months developing The Pass to give visitors the ultimate insider experience of Covent Garden,” said Beverley Churchill, creative director of Capco Covent Garden. “For the first time this new technology allows us to track customers favourite offers, so we can learn how Covent Garden visitors like o shop and dine.

“Already the best brands across the district are taking part and more are continually joining. Londoners wont find the carefully curated offers, services and benefits at any of their other London stores.”