Businesses and individuals in the capital will be able to apply for a new domain name, .london, from spring 2014.
According to the promotional agency for London, London & Partners, a contract has been signed with the Internet Corporation for Assigned Names and Numbers (ICAAN) that will see the introduction of the unique web address suffix.
Whilst the domain name won’t go live until summer next year, “tens of thousands” of companies have apparently shown interest. Selfridges and Carnaby Street are among those businesses saying that they are excited by the domain name, which plays into the idea of London as not just a city, but a global brand.
During a ceremony at City Hall, the Mayor of London, Boris Johnson, said: “This is an excellent opportunity to expand London's digital presence, which in turn is set to generate funds to invest back into the city.”
The successful bid has led to the creation of a new subsidiary of London & Partners, Dot London Domains Ltd, which will operate the .london registry.
Meanwhile, other cities including New York, Paris and Berlin are believed to have also applied for their relevant generic top-level domains (gTLDs).
Back in October, a massive domain name expansion kicked off following a roll out of gTLDs that included Arabic, Chinese and Cyrillic domains. The move was dubbed by the president of ICAAN's Generic Domains Division as "the biggest change to the Internet since its inception".
Image Credit: Flickr (Doug88888)