Oxford Street is a major thoroughfare in London in the City of Westminster. With over 300 shops, it is Europe's largest shopping street. It runs for approximately a mile and a half from Marble Arch at the north east corner of Hyde Park, through Oxford Circus to St Giles' Circus, at the intersection with Charing Cross Road and Tottenham Court Road. Oxford Street intersects with other London roads including Park Lane, New Bond Street and Regent Street. Oxford Street is home to major department stores and numerous brands' flagship stores, as well as hundreds of smaller shops. It is the major shopping street in central London, though not the most expensive or fashionable, and part of a larger shopping district with Regent Street, Bond Street and other smaller nearby streets. For many British chain stores, their Oxford Street branch is regarded as their 'flagship' store and used for celebrity launches and promotions. Oxford Street is particularly exciting to see at Christmas when the street is decorated with festive lights. In mid-to-late November a celebrity turns on the lights and they remain on until January 6.