What is being called the "British Business Embassy" is a chance for the UK to show off what it has to offer to investors.
It will run throughout the Olympics. It has started with the Global Investment Conference, opened by the prime minister.
It is a sea of smart cars and smarter suits. Snazzy pamphlets and snazzier videos.
The speeches and discussions are thoughtful and detailed. In short, they amount to this: yes, things are pretty rough economically, but Britain is very much open for business.
The cast list here is impressive. Boardrooms and government cabinet tables have been plundered.
One minute the president of the European Central Bank, Mario Draghi, is addressing the audience. The next it is Eric Schmidt, the executive chairman of Google.
It is, of course, pretty much impossible to put a value on the business these sort of events generate.
But there is no doubt ministers are trying to make the most of plenty of business leaders with deep pockets passing through London.