Sprayground’s Soho Playground opens at 95 Oxford Street on 16 July for ten days, with a 3.7-metre luggage sculpture, a life-sized supercar made entirely from bags, and a live performance from Birmingham rapper Mist.
Oxford Street has hosted a lot of things over the years. A 3.7-metre tall robotic sculpture constructed entirely from luggage and featuring a built-in digital screen is a new one.
Sprayground, the New York creative lifestyle brand that started in The Bronx in 2010 with a single backpack design and has since grown into one of the most coveted streetwear labels on StockX, is taking over Future Stores at 95 Oxford Street from 16 to 26 July. The result is ten days of art installations, community events, live music and the kind of immersive retail experience that Oxford Street has been badly lacking.
What’s inside
The centrepiece is Luggator: standing 3.7 metres tall, weighing 136kg and built entirely from Sprayground bags, it’s a sculptural robot with a digital screen integrated into its face. Alongside it sits the Sprayground Supercar, a life-sized replica of a luxury car built from 227kg of Sprayground luggage, realised from founder David BenDavid’s childhood ambition to design his own supercar. Together they blur the line between sculpture, engineering and fashion in a way that sounds like it shouldn’t work and probably does.
The wider space has been designed as a place to explore rather than simply browse: immersive installations, product, creative programming and an environment that reflects Sprayground’s DNA, which owes as much to street art and skateboarding as it does to fashion.
The opening night
The launch celebration on Thursday 16 July runs from 5pm to 8pm by invitation, but the public programme starts the same day from 10am. Opening night features a live performance from Birmingham rapper Mist, whose Diamond in the Dirt EP peaked at number five on the UK Albums Chart and who has collaborated with everyone from Fredo to Burna Boy. He’s gearing up to release new music this month, making this a timely appearance. Soraya DJ opens the evening before joining Mist for his set, bringing her Afro House project, which blends live saxophone and violin with electronic production.
Sprayground Creates: community sessions
Before David BenDavid arrives for the second week, the opening days focus on schools, colleges, youth organisations and community groups, with Sprayground opening its doors for free sessions inspired by its longstanding education and mentorship work across the United States. It’s an unusual move for a brand launch and a good one: starting a London story by becoming part of Soho’s community rather than simply arriving in it.
The London x London Take: Sprayground is a brand with genuine cultural credibility, a 287% year-on-year sales increase on StockX and a community that came for the bags and stayed for everything around them. The luggage supercar is worth seeing on its own terms. Worth a detour off Oxford Street this month.
Need to Know
- Where: Future Stores, 95 Oxford Street, London W1D 2AD (corner of Oxford Street and Dean Street)
- When: 16 to 26 July 2026
- Hours: Monday to Friday 10am to 8pm, Sunday 12pm to 6pm, closed Saturday
- Nearest tube: Tottenham Court Road (Elizabeth, Central and Northern lines)
- Price: Free entry
