Following an exceptional opening day, internationally renowned New York creative lifestyle brand Sprayground has announced the extension of its first UK pop-up, Sprayground’s Soho Playground, until Friday 31st July.
LONDON, ENGLAND – JULY 16: (L-R) Rocky Mazzilli, Louise Mazzilli, Natalia Cassel and Tatum Mazzilli attend SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
Originally scheduled to close on 26th July, the immersive retail destination at Future Stores, on the iconic corner of Oxford Street and Dean Street, will now continue through the end of the month following a hugely successful launch, exceptional first-day trading and an enthusiastic public response.
What began as a planned launch celebration quickly evolved into one of Soho’s standout cultural moments, as Londoners, tourists and shoppers wandered in from Oxford Street to unexpectedly discover one of the UK’s leading rap artists performing live, while browsing Sprayground’s latest collections.
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
Occupying one of Europe’s busiest shopping crossroads and the gateway between Oxford Street and Soho, Sprayground’s Soho Playground brings together art, fashion, music, food and community through an evolving programme of immersive installations, creative collaborations and free public events.
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
Founded by David BenDavid, whose contribution to entrepreneurship, creativity and global fashion was recognised at the UK Houses of Parliament earlier this summer with the Medal of Honour for Global Fashion Excellence, Sprayground has grown from a disruptive New York accessories label into one of the world’s leading creative lifestyle brands, celebrated for its bold design, artistic collaborations and fearless originality.
LAUNCH CELEBRATION – OPENING DAY & PARTY
Sprayground’s Soho Playground officially opened on Thursday with a vibrant launch celebration welcoming media, creators, cultural tastemakers, partners, invited guests and members of the public, many of whom wandered in directly from Oxford Street and Soho to discover the event.
LONDON, ENGLAND – JULY 16: (L-R) James Ferrell, Soraya DJ and Mist attend SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
Visitors explored the immersive installations, experienced the Playground after hours, enjoyed opening-night refreshments and shopped Sprayground’s latest collections throughout an exceptional first day of trading, with the brand’s signature bags proving an immediate hit with visitors.
The evening culminated in an exclusive live performance from acclaimed British rapper Mist, who performed his platinum-selling hit So High before giving audiences the exclusive first live performance of brand-new music ahead of its official release today.
DJ and producer Soraya soundtracked the evening before Mist joined the floor, celebrating their growing creative partnership through music, performance and culture, while Mist met with fans at the store during an exclusive Sprayground bag signing, which he announced live on his socials.
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Soraya DJ attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Natalia Cassel (L) and Lara Accison attend SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: James Ferrell (L) and Mist attend SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: (L-R) James Ferrell, Soraya DJ and Mist attend SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Mist (L) and Soraya DJ attend SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Mist attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: James Ferrell attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Joe Hagan attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Lara Accison (L) and Joe Hagan attend SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Soraya DJ attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Alessia Vernazza attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Shadez attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Martijn ten Hagen (L) and Grecia De la Paz attend SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Barbara Ayozie Fu Safira attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: (L-R) Rocky Mazzilli, Louise Mazzilli and Tatum Mazzilli attend SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Fifi Anicah (L) and guest attend SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Larizzle attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Cameron Twins attend SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Rocky Mazzilli (L) and Louise Mazzilli attend SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Rhona Eskander attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Virginia Bates attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Tay (Takiro) Palmer attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Tay (Takiro) Palmer attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Stefan Pierre-Tomlin attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: Georgia Meacham attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
LONDON, ENGLAND – JULY 16: attends SPRAYGROUND launch of its first UK pop-up store with performance by MIST at Future Stores on July 16, 2026 in London, England. (Photo by Max Cisotti/Dave Benett/Getty Images for SPRAYGROUND)
SPRAYGROUND CREATES: SOHO COMMUNITY SESSIONS
While founder David BenDavid joins the London residency during its second week, the opening days have placed the spotlight firmly on community through the launch of Sprayground Creates: Soho Community Sessions.
Before welcoming David to London, Sprayground has opened its doors to local schools, colleges, youth organisations, charities, food banks and community groups through a new programme celebrating creativity, opportunity and self-expression.
Inspired by the longstanding community work of Chief Operating Officer James Ferrell, the initiative builds on Sprayground’s successful partnerships with schools and grassroots organisations across the United States, supporting young people through educational programmes, mentoring and charitable backpack donations.
The aim is simple: to introduce Sprayground to Soho by becoming part of its community.
James Ferrell, Chief Operating Officer of Sprayground, 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.”
WELCOME TO THE PLAYGROUND
Visitors can expect an immersive environment unlike anything else on Oxford Street.
Taking centre stage are two extraordinary sculptures conceived by David BenDavid and created entirely from Sprayground luggage.
LUGGATOR
Standing 3.7 metres tall and weighing approximately 136kg, LUGGATOR has been created entirely from Sprayground luggage and features a bespoke digital screen integrated into its face, bringing the installation to life.
THE SPRAYGROUND SUPERCAR
Weighing approximately 227kg and constructed entirely from Sprayground luggage, the life-sized sculptural supercar transforms one of David BenDavid’s childhood ambitions into reality.
Together, the installations blur the boundaries between sculpture, engineering, technology and fashion, creating two ambitious visual centrepieces exclusive to Sprayground’s Soho Playground.
David BenDavid, Founder and Creative Director of Sprayground, said:
“As a kid, I always dreamed about designing my own supercar. Sprayground has always been about turning imagination into reality, so building one entirely from our own luggage felt like the ultimate creative challenge. I also grew up fascinated by giant transforming robots and that sense of limitless imagination. LUGGATOR celebrates creativity, transformation and the belief that anything is possible.”
EXTENDED UNTIL 31st JULY
Following an exceptional opening day, Sprayground has confirmed that Soho Playground will now remain open until Friday 31st July, giving Londoners and visitors an additional week to experience the installations, exclusive product launches, creative collaborations and community programme.
Founder David BenDavid will join the programme during the extended residency, meeting fans, collaborators, media and the wider creative community as Sprayground celebrates its latest international chapter.
WHAT’S ON AT SPRAYGROUND’S SOHO PLAYGROUND
Friday 17th July Influencer & Creator Day
TikTok LIVE, creator gifting and exclusive content.
Sunday 19th July Family Fun Day
Popcorn, slushies, sweet treats, games and giveaways.
Monday 20th July – 6.00pm – 8.00pm Back to the 90s with Smacks
Featuring artwork by The Cameron Twins alongside music, snacks and exclusive experiences.
Tuesday 21st July Candy & Community Day
Candy, popcorn, slushies, sweet treats and giveaways.
Wednesday 22nd July Sprayground Workout
A special fitness activation with celebrity and Nike trainers.
Thursday 23rd July – 4.00pm – 8.00pm Chai Beauty x Sprayground
Complimentary tooth gems, music, popcorn and slushies.
Friday 24th July Creator & Community Day
Creator visits, gifting, content opportunities and in-store surprises.
Sunday 26th July Family Day
Candy, popcorn and community.
Additional collaborations, surprise appearances and special activations will continue to be announced throughout the extended residency.
VISITOR INFORMATION
Sprayground’s Soho Playground
Future Stores
95 Oxford Street (corner of Oxford Street & Dean Street)
London W1D 2AD
