LONDON Road will come alive this weekend for the third West Croydon Carnival of Cultures.
The annual event was first launched in 2011 as a response to that summer's riots.
It aims to celebrate the best of West Croydon's diverse communities and bring people together to enjoy varied entertainment, from Russian dancing and martial arts demonstrations to jazz singers and rappers.
Jennifer Coleen Speid, head of the organising team, said the event would provide a boost to businesses in the area by increasing footfall.
"The Carnival of Cultures will not only be a celebration of all that West Croydon has to offer, it will also be an opportunity to meet business owners and training providers to talk about jobs, apprenticeships, training and business start-ups," she said.
"We want West Croydon to become the focal area of the borough for everyone in Croydon to be proud of.
"Our plan is to make the carnival an annual event and we have already started planning for 2015."
As well as performances on the main stage, the carnival will feature a parade including Endurance Steel Band, the Air and Sea Cadets and Hare Krishnas.
This year's event is being funded by Croydon Partnership, the £1 billion retail agreement between Westfield and Hammerson to redevelop the Whitgift Centre.
The sponsorship is part of the group's 'community plan' which the developers say will ensure people living and working in Croydon, as well as grass roots organisations, benefit from the revamp of the town centre.
John Burton, director of development at Westfield, said: "The carnival is a fantastic family event which celebrates the talent, diversity and community spirit of West Croydon.
"There is something for everyone and we hope as many people as possible come along and enjoy the entertainment and soak up the atmosphere."
This year's event is being funded by Croydon Partnership, the £1 billion retail agreement between Westfield and Hammerson to redevelop the Whitgift Centre.
The sponsorship is part of the group's 'community plan' which the developers say will ensure people living and working in Croydon, as well as grass roots organisations, benefit from the revamp of the town centre.
John Burton, director of development at Westfield, said: "The carnival is a fantastic family event which celebrates the talent, diversity and community spirit of West Croydon.
"There is something for everyone and we hope as many people as possible come along and enjoy the entertainment and soak up the atmosphere."
