That's not just one festival but, wow, a series of festivals. This isn't just your average collection of temporary retail installations, this is a 'pop-up revolution' - something pioneering, radical, and unique. You'll not be seeing anything like Old Street station anywhere else, for sure.
Most promoters baulk at organising 'secret events', because nobody turns up. Not so at Old Street. Their watchwords are novelty, discovery and variety, which are high level concepts you'd not normally expect of a row of shops.
Shops are no longer hired out, they are 'curated', specifically to create the perfect brand mix to induce customer delight. Thank heavens for Appear Here, and their mission to seamlessly connect landlords' vacant spaces to people with great ideas to create a global network of spaces so people can make their idea travel. Their words, not mine.
Cuts to funding mean that TfL is looking to raise a million pounds a day from commercial enterprise over the next ten years. These Old Street pop-ups could contribute 0.2% of that amount, the equivalent of cutting every tube fare by 0.05p, which is not to be sniffed at.
I don't know about you, but Old Street's definitely been on my shopping radar since the outer arcades relaunched in April 2014. And that makes the subway complex not only a true 'retail destination', but also 'the world’s first underground station dedicated to ephemeral retail', according to the brochure.
Before TfL came up with this overarching concept of a themed festival, previous incarnations of 'the best brands around' included American Eagle, Microsoft and Jamie Oliver. I bet you can't wait to hear who's turning up for the inaugural Health and Wellbeing Festival.
That's not a spelling mistake, this lot do genuinely serve up something called mylk, which is a mixture of coconut water and date nectar, and which is apparently (somehow) nut-free. If you're following a vegan or paleo diet, make tracks.
There was a time when TfL press releases told you about station closures, infrastructure investment and vital roadworks. And they still do that, but now they also tell you about meat soup you can buy on the way into the station, because this bears down on fares, and because that's the future.