Sprayground is bringing a new immersive retail experience to London’s West End this summer, transforming Future Stores on Oxford Street into a 10-day celebration of fashion, art, music and community.
Running from 16 to 26 July 2026, Sprayground Soho Playground will take over the landmark retail space at 95 Oxford Street, on the corner of Oxford Street and Dean Street. The experience aims to introduce the New York lifestyle brand to London through a programme of installations, live performances and community events.
Sprayground turns Oxford Street into an interactive destination
Rather than a traditional retail pop-up, Sprayground has designed Soho Playground as an interactive space where visitors can explore the brand through creativity and culture.
The programme combines fashion, contemporary art, live music and community initiatives, with activities designed for Londoners, tourists and young creatives throughout the 10-day residency.
Founded by David BenDavid, Sprayground has become known for its graphic backpacks, limited-edition collaborations and bold approach to accessories. The brand now operates internationally across fashion, sport, music and entertainment.
Opening party features Mist and Soraya DJ
The event opens on Thursday 16 July with an invitation-only launch celebration after the store welcomes its first daytime visitors.
British rapper Mist will headline the evening with a live performance, while Soraya DJ will provide the soundtrack throughout the event before joining Mist on stage. Guests will also have the opportunity to meet Mist during a Sprayground bag-signing session.
David BenDavid is expected to join the London programme during its second week.
Community takes centre stage
Before the founder arrives, Sprayground will launch Sprayground Creates: Soho Community Sessions.
The initiative will welcome local schools, colleges, charities, youth organisations and community groups into the space through a series of creative sessions focused on self-expression and education.
The programme builds on Sprayground’s existing community partnerships in the United States and reflects the work of Chief Operating Officer James Ferrell, who has led a number of educational and charitable projects for the brand.
James Ferrell said:
“Sprayground has always believed creativity can open doors. Everywhere we go, we try to leave something positive behind by supporting young people, working with local communities and creating opportunities through creativity, culture and mentorship.”
Two large-scale luggage sculptures will headline the experience
Visitors can also explore two new sculptural installations created entirely from Sprayground luggage.
The first, Luggator, stands 3.7 metres tall and incorporates a digital screen into its design. The second is a life-sized supercar sculpture weighing approximately 227kg, built entirely from Sprayground luggage.
David BenDavid said the supercar reflects a childhood ambition to design his own vehicle, while Luggator draws inspiration from transforming robots and imaginative design.
Visitor information
Sprayground Soho Playground
Future Stores
95 Oxford Street
London W1D 2AD
Dates: 16 to 31 July 2026
Opening hours:
- Monday to Friday: 10am to 8pm
- Saturday: Closed
- Sunday: 12pm to 6pm
About Sprayground
Founded in New York by David BenDavid, Sprayground is a creative lifestyle brand best known for its distinctive backpacks, accessories and collaborations spanning fashion, music, gaming and sport. The brand has built a global following through limited-edition collections and artist-led design.
