Shining Wit won the three-way pitch on the basis of its previous work with Hammerson. It is the first time the company has outsourced its event activity.
The first major event will be Taste East from 2-3 March. This is part of the Mayor of London's East event, which celebrates life in the east of the city in the run-up to the London 2012 Olympic Games.
Shining Wit managing director Belinda-Jane Heth-erington said: "Hammerson is dedicated to providing a place that benefits all the lively interaction of people who use the area: the tenants, the retailers, the residents and the visitors to the area. In order to do this, Shining Wit is creating a programme of events to reflect and enhance the cultural tapestry, from art events to lunchtime tea dances and evening orchestras."