Article by Kitty Noofah
Following an exceptional opening, internationally renowned New York creative lifestyle brand Sprayground has announced that its first UK pop-up, Sprayground’s Soho Playground, has been extended until 31 July due to overwhelming public demand and outstanding first-day success.
Located at Future Stores on the corner of Oxford Street and Dean Street, the immersive pop-up has transformed one of London’s busiest shopping destinations into a vibrant creative hub, bringing together fashion, art, music and community through interactive installations, exclusive product launches and special events.
The launch celebration attracted media, creators, influencers and members of the public, with visitors enjoying an unforgettable evening that included an exclusive live performance from acclaimed British rapper Mist, who performed his platinum-selling hit So High before giving fans the first live performance of brand-new music. Guests also had the opportunity to meet Mist during an exclusive in-store bag signing.
Founded by David BenDavid, Sprayground has grown from a disruptive New York accessories label into a globally recognised creative lifestyle brand celebrated for its bold designs, artistic collaborations and fearless originality. During the extended London residency, founder David BenDavid will be visiting Soho Playground to meet fans, collaborators and members of the creative community.
The immersive experience also features two extraordinary centrepiece installations designed by David BenDavid: the impressive LUGGATOR, a 3.7-metre sculpture complete with a digital screen, and the life-sized Sprayground Supercar, both constructed entirely from Sprayground luggage, showcasing the brand’s unique blend of creativity, engineering and fashion.
A key part of Sprayground’s London residency is its commitment to giving back to the local community. Inspired by the longstanding community work of James Ferrell, Chief Operating Officer of Sprayground, the Sprayground Creates: Soho Community Sessions programme builds on the brand’s successful partnerships with schools and grassroots organisations across the United States. Through educational programmes, mentoring and charitable backpack donations, the initiative supports young people while encouraging creativity and self-expression.
The aim is simple: to introduce Sprayground to Soho by becoming part of its community.
Speaking about the initiative, 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. Beginning our London story in Soho by welcoming schools, charities and community organisations felt like the natural place to start.”
Among those attending the exclusive launch event were Cem Kaplan, CEO of FabUK Magazine, and Kitty Noofah, Beauty Editor of FabUK Magazine, who joined fellow guests in celebrating Sprayground’s exciting UK debut.
The Soho Playground will continue to host a programme of creator collaborations, family activities, community events and exclusive experiences throughout its extended run until 31 July, giving visitors even more opportunities to experience one of London’s most exciting pop-up destinations this summer.
Special thanks to Natalia Cassel for the kind invitation and wonderful hospitality.