Last weekend, family-friendly festival, Pier Head Village, officially opened with a brand new look for 2017.

The summer-long attraction will be a feature throughout the summer until September 10.

This week Liverpool’s iconic UNESCO World Heritage Waterfront will receive the festival’s newest feature, a colourful archway to welcome visitors as they enter via Water Street.

Pier Head’s Water Street entrance will see a 16 by 8 metre welcome arch that will be the gateway to the festival.

Drawing inspiration from the 1984 LA Olympics design by Deborah Sussman, the new look of the festival was conceived and created by local design company, Scott Jones Studio.

Speaking about the newly launched festival, managing director Martin O’Shea said: “I was so excited when I saw the artist impressions, I am extremely proud of what the team has created this year and we worked around the clock to be ready for the first visitors this weekend.

“We promised to raise the bar of what people can expect from the waterfront animation this year, and to say that I am excited is a bit of an understatement. The team has excelled in pulling in an outstanding collection of entertainment and thrills and it is amazing to finally see it all light up.”

There are a range of attractions and new features for 2017, including the new Sound City Bar, Liverpool Art Fair’s purpose built art gallery and the chalet style hut Artisan Market.