Soho becomes Sprayground’s New Playground
This July (And It’s Completely Free)
Looking for something different to do in London this summer? Soho is about to get a seriously colourful makeover.
From 16–26 July, New York streetwear brand Sprayground is taking over Future Stores on Oxford Street with an immersive pop-up that’s packed with art, fashion, music and interactive installations. Think less shop, more creative playground.
Whether you’re into streetwear, love discovering hidden London experiences or want somewhere fun to explore during the summer holidays, this one deserves a spot on your list.
What to Expect
The 10-day Playground takeover transforms the iconic corner of Oxford Street and Dean Street into an immersive destination where art, fashion, music and community collide.
Inside you’ll find:
- A 3.7-metre-tall robot built entirely from Sprayground luggage.
- A life-sized supercar, also made from Sprayground bags.
- Interactive installations and photo opportunities.
- Live music and special events throughout the residency.
- Community workshops and creative sessions.
It’s designed to be somewhere you can wander around, take photos, discover the brand and experience something a little different from the usual Oxford Street shopping trip.
Launch Night
The playground officially opens on Thursday 16 July, with the public welcome throughout the day before an evening launch celebration.
The opening party will feature a live performance by British rapper Mist, with music from Soraya DJ, who’ll bring her signature Afro House sound to the event. Mist will also be signing Sprayground bags after his performance.
More Than Just a Pop-Up
One of the nicest things about this activation is its community focus.
Before founder David BenDavid arrives in London later in the residency, Sprayground will host Soho Community Sessions, inviting local schools, colleges, charities and youth organisations into the space for creative activities and mentoring.
The initiative builds on the brand’s community work in the US, helping young people explore creativity through education and self-expression.
Meet the Founder
David BenDavid, the creative force behind Sprayground, will be in London during the second week of the pop-up, meeting fans and taking part in the programme.
Known for turning everyday accessories into bold works of art, his designs have helped grow Sprayground from a New York backpack label into a globally recognised lifestyle brand.
Where Is It?
Sprayground’s Soho Playground
Future Stores
95 Oxford Street (corner of Oxford Street & Dean Street)
London W1D 2AD
Dates: 16–26 July 2026
Opening Hours
- Monday–Friday: 10 am–8 pm
- Saturday: Closed
- Sunday: 12 pm–6 pm
Nearest station: Tottenham Court Road (Elizabeth line)
Is It Worth Visiting?
If you’re already planning a day in Soho or shopping on Oxford Street, this is an easy (and free) stop to add to your itinerary.
Between the giant luggage sculptures, live music and creative installations, it’s one of London’s more unusual pop-ups this summer—and a fun excuse to explore Soho from a different perspective.
Created as much for the local community as for visitors to the capital from the wider British Isles and beyond, Sprayground’s Playground has been designed as a place to gather, explore and create.
Families beginning the summer holidays; young creatives; after-school visitors squeezing in one final adventure before breaking up; students enjoying their well-earned break; tourists discovering London’s West End; collectors; fashion and art lovers alike; neighbourhood workers; everyone is welcome.
Given how amazing this sounds. We believe this is a must-see exclusive pop-up in London!
