Sprayground Turns Soho Into London’s Most Creative Playground This Summer
Oxford Street is set for a colourful takeover this July as New York lifestyle brand Sprayground brings its immersive Soho Playground experience to London’s West End.
Taking over Future Stores on the corner of Oxford Street and Dean Street, the 10-day residency promises far more than a traditional retail pop-up. Blending fashion, art, music, sculpture and community programming, Sprayground is transforming one of Europe’s busiest shopping destinations into an interactive creative hub designed for Londoners and visitors alike.
Founded by David BenDavid, Sprayground has built a global reputation for its bold designs, artist collaborations and unapologetic approach to creativity. Earlier this year, BenDavid was recognised at the UK Houses of Parliament with the Medal of Honour for Global Fashion Excellence, cementing the brand’s growing influence on the international fashion scene.
Visitors can expect immersive installations, live events and community-led experiences throughout the residency, with two striking sculptural centrepieces making their debut.
One of the highlights is Luggator, a 3.7-metre-tall robot sculpture built entirely from Sprayground luggage and featuring an integrated digital display that brings the installation to life.
Alongside it sits the Sprayground Supercar, a life-sized supercar sculpture constructed exclusively from the brand’s signature luggage. Inspired by BenDavid’s childhood dream of designing his own sports car, the installation blurs the lines between fashion, engineering and contemporary art.
“As a kid, I always dreamed about designing my own supercar,” says BenDavid. “Sprayground has always been about turning imagination into reality, so building one entirely from our own luggage felt like the ultimate creative challenge.”
The opening days introduce Sprayground Creates: Soho Community Sessions, a programme inviting local schools, colleges, youth organisations, charities and community groups into the space for creative workshops and experiences.
The initiative builds on Sprayground’s long-running work with grassroots organisations across the United States, where the brand has supported young people through mentoring programmes, educational initiatives and charitable backpack donations.
Chief Operating Officer James Ferrell, often referred to as the “Godfather of Streetwear and Hip Hop”, says the London residency is about making meaningful connections with the neighbourhood.
“Sprayground has always believed creativity can open doors,” he explains. “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.”
Although community events kick off the residency, founder David BenDavid will join the programme during its second week, meeting fans, collaborators and members of London’s creative scene as the brand celebrates its latest international expansion.
Additional collaborations, appearances and activations are expected to be announced throughout the residency.
With interactive art installations, live performances and community programming all under one roof, the experience aims to transform a busy shopping destination into one of London’s most creative spaces this summer.
When: 16–26 July 2026
Where: Future Stores, 95 Oxford St, London W1D 2AD
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