Around a thousand screaming girls visited Centrale shopping centre to see TOWIE star Joey Essex officially open the grown up grotto.
The Only Way is Essex star, who changed his name to Joey Croydon for the launch, gave shoppers makeovers in the adults-only Christmas grotto.
Hundreds of female admirers chanted the star's trademark statement 'Reem,' throughout the event.
Joey said: "This is the first time I've been to Centrale and I've really enjoyed myself. I would definitely come back for a shop-up with the boys as there are loads of my favourite stores here."
The shopping centre is celebrating Christmas in style this year with festive fun just for the adults.
Shoppers who spend £20 or more in any Centrale store can choose from a free blow-dry, manicured nails or a make-over, all of which take place within the grown-up grotto.
Sony Mistou, marketing manager at Centrale, said: "It was fantastic to have Joey officially open the grown-up grotto at Centrale."
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