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 16–31st 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.

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What to Expect

The 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 Ben-David (DBD) 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 Ben-David, 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: 16–31st 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.

Our Verdict

The Sprayground London takeover transformed Soho into a bold, streetwear-inspired playground that was impossible to miss. Even before stepping inside Future Stores on Oxford Street, visitors were welcomed by Sprayground team members on roller skates, setting the tone for an immersive experience from the very start.

Inside, the Sprayground Supercar immediately caught our attention. Constructed entirely from Sprayground luggage and built to the dimensions of a real supercar, the striking installation showcased vibrant graffiti-inspired artwork and the brand’s unmistakable New York attitude. Standing alongside it was LUGGATOR, a towering 3.7-metre robotic sculpture, also created from Sprayground luggage and brought to life with a bespoke digital screen for a face. Together, these larger-than-life installations blurred the lines between fashion, sculpture, engineering and immersive art, creating the perfect backdrop for photos while celebrating Sprayground’s fearless creativity.

What really made the event special, however, was the people behind the brand. Visitors had the opportunity to meet founder David BenDavid and members of his talented team, who were every bit as friendly and welcoming as the experience itself. Their passion for creativity and community was evident throughout the day, making the event feel genuine rather than simply promotional.

One of our favourite elements was the Sprayground Creates: Soho Community Sessions. Bringing together artists, creatives and the local community, the sessions highlighted Sprayground’s commitment to inspiring the next generation of talent. It was a refreshing reminder that the brand is about much more than bold backpacks and luggage – it is creating spaces where creativity, collaboration and self-expression can thrive.

Video: Isabelle Ledger

Key Activations:

VIP Launch Party

Thursday 16 July | 6:00 PM – 9:00 PM

Official opening with a live performance by Mist, DJs, drinks, food and exclusive VIP access.

Influencer & Creator Day

Friday 17 July

TikTok LIVE, creator gifting and exclusive content.

Family Fun Day

Sunday 19 July

Popcorn, slushies, sweet treats, games and giveaways.

Back to the 90s with Smacks

Monday 20 July | 6:00 PM – 8:00 PM

Featuring The Cameron Twins showcasing their artwork, alongside music, snacks and exclusive experiences.

Candy Day

Tuesday 21 July

Candy, popcorn, slushies, sweet treats and giveaways.

Sprayground Workout

Wednesday 22 July

A special fitness session with a celebrity trainer and Nike trainer.

Chai Beauty x Sprayground

Thursday 23 July | 4:00 PM – 8:00 PM

Tooth gems on the house, music, popcorn and slushies.

Creator & Community Day

Friday 24 July

Creator visits, gifting, content opportunities and in-store surprises.

Family Day

Sunday 26 July

Candy, popcorn and community.

London Takeover

Tuesday 28th July

Meet & greet with Founder David Ben-David, celebrity workouts and lots of complimentary treats.

Experience ends 31st July 2026.