Every year The Strand Arcade holds what is best described as a huge party. The majority of stores in this historic building participate through their own celebrations in store on the night. These celebrations include in-store drinks, catering, one night only discounts and competitions. The Strand Arcade nails the party atmosphere with live entertainment, bars on either end of the entrance and to top it off last year they had a massive balloon installation. EWOD is a night I look forward to attending every year.