SOHO BECOMES SPRAYGROUND’S NEW PLAYGROUND

This summer, one of London’s busiest shopping crossroads is transformed into an immersive destination celebrating creativity, culture and community.

By Natalie Robinson

Photography – Max Cisotti for Dave Benett Agency

Not just a pop-up. A playground.

This July, internationally renowned New York creative lifestyle brand Sprayground arrives in the heart of London’s West End, transforming Future Stores, the landmark experiential retail destination at 95 Oxford Street, on the iconic corner of Oxford Street and Dean Street, into an immersive 10-day celebration of creativity, community and culture.

Occupying one of Europe’s busiest shopping crossroads and the gateway between Oxford Street and Soho, Sprayground’s Soho Playground has been created as a destination for Londoners and visitors alike, bringing together art, fashion, music, food and community through an ever-evolving programme of experiences, installations and events. Whether you’re discovering the brand for the first time, exploring Soho during the summer holidays, looking for inspiration after school or college, or simply searching for something unexpected in the heart of the West End, Sprayground invites visitors of all ages to step inside and play.

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. While David joins the London programme during its second week, the opening days place the spotlight firmly on community through the launch of Sprayground Creates: Soho Community Sessions.

LAUNCH CELEBRATION – OPENING DAY & PARTY, THURSDAY 16TH JULY

Following a full day welcoming the public from 10.00 am – 5 pm, Sprayground’s Soho Playground officially launched with an invitation-only evening celebration for media, creators, cultural tastemakers, partners and friends of the brand. Guests had the first opportunity to experience the Playground after hours, explore the immersive installations, enjoy opening-night refreshments and celebrate Sprayground’s arrival in the heart of Soho.

The evening featured an exclusive live performance from acclaimed British rapper Mist, alongside music from DJ and producer Soraya DJ, who soundtracked the evening before joining Mist for his performance. The appearance comes at an exciting time for both artists. Mist is gearing up to release new music this month, while Soraya DJ continues to develop her signature Afro House project, blending live instrumentation, including saxophone and violin, with contemporary electronic production. Together, they represent a dynamic, creative and life partnership, pushing boundaries across music, fashion and culture, while continuing to evolve as artists both individually and collectively.

Guests had the opportunity to meet Mist during a special Sprayground bag-signing following his performance. While David joins the London residency during its second week, the opening days place the spotlight firmly on community through the launch of Sprayground Creates: Soho Community Sessions.

SPRAYGROUND CREATES: SOHO COMMUNITY SESSIONS

Before welcoming founder David BenDavid to London, Sprayground will open its doors to local schools, colleges, youth organisations, charities, food banks and community groups as part of a new programme celebrating creativity, opportunity and self-expression. Inspired by the longstanding community work of Chief Operating Officer James Ferrell, also known as the godfather of streetwear and hip hop, 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 by David BenDavid, 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 within the Playground.

THE SPRAYGROUND SUPERCAR Weighing approximately 227kg and constructed entirely from Sprayground luggage, the life-sized sculptural supercar has been built to the dimensions of a real supercar, transforming one of David BenDavid’s childhood ambitions into reality. Together, the installations blur the boundaries between sculpture, engineering, technology and fashion, creating two new, highly ambitious visual centrepieces for the brand.

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.”

A DESTINATION FOR LONDONERS AND VISITORS ALIKE

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.

DAVID BENDAVID ARRIVES

During the second week of the Playground, founder and Creative Director David BenDavid will join the programme in London, meeting fans, collaborators, media and the wider creative community as Sprayground celebrates its latest international chapter. Further announcements, collaborations and special appearances will be revealed throughout the ten-day programme.

VISITOR INFORMATION

Sprayground’s Soho Playground c/o Future Stores 95 Oxford Street – corner of Oxford Street & Dean Street, London W1D 2AD (Elizabeth line: Tottenham Court Road) Dates: 16 – 26 July 2026 Launch Celebration: Thursday 16 July | 5.00 pm – 8.00 pm.

Opening Hours Monday – Friday: 10.00 am – 8.00 pm Saturday: Closed Sunday: 12.00 pm – 6.00 pm

ABOUT SPRAYGROUND

Founded in New York by David BenDavid, Sprayground is an internationally recognised creative lifestyle brand renowned for pushing the boundaries of design through art, storytelling and collaboration. From fashion and sport to music, gaming and entertainment, Sprayground has built a global community that celebrates originality, creativity and fearless self-expression.