Top Russian officials have launched Sochi.Park in London's Kensington Gardens, expressing hope that the culture center, which features a cinema and ice rink, will deliver the magic of the Caucasus to the Olympic capital.
The show marquee housing Sochi 2014 exhibitions was opened Thursday by Alexander Zhukov, the head of the Russian Olympic Committee, and Dmitry Kozak, a deputy prime minister responsible for overseeing Games preparations.
"Our mission is to show the country, the city, the design of the upcoming Winter Games," Kozak said in front of a video screen displaying images of the Black Sea resort.
"Our aim, the aim of this house that is opening today, is to attract the attention of athletes, of spectators and of fans around the world to the Games in Sochi."
Sochi.Park will be open to the public throughout the London Games, with most tickets priced at 20 pounds.
It is run in conjunction with Russia.Park a mile away near the Russian Embassy, which will focus on Russian sporting prowess during the London Games, hosting parties and other networking events.
Ticket holders to Sochi.Park are admitted to an ice dance show named "Sochi: Small Stories of a Big City," featuring six Olympic and 18 world champions in figure skating.
Among the high-tech exhibits are a virtual chairlift ride and a bobsled simulator.
The 2014 Games will be the first to take place in Russia.