Oxford Street has a new beauty destination with Space NK’s Play Space, designed by StudioXAG. Packed with playful, high-energy moments, from a moving belt of fragrance mists and a surprise beauty wheel to a pick-and-mix wall of cult minis and interactive digital touchpoints, every detail sparks discovery. This bold, immersive playground brings Gen Z beauty to life, blending sensory storytelling, interactivity, and retail theatre into a must-visit experiential destination.

Dover Street Market London’s Verdy’s Gift Shop turns retail into an evolving gallery of street culture and storytelling. From rotating weekly drops and exclusive collabs to oversized Visty plush selfie spots, every detail reflects Verdy’s playful, emotional world. Blending fashion, art, and community, this pop-up rewards repeat visits and proves physical spaces can inspire when they let you step inside a creator’s universe.

Takashi Murakami’s Ohana Hatake blooms in Selfridges London with a joyful “Field of Flowers” pop-up. The immersive space brings Murakami’s iconic floral world to life through artful displays, candy-colored sliders, and exclusive product drops. Merging collectible culture with retail theatre, this playful activation redefines fashion experiences with a dose of whimsy, comfort, and sensory delight—showing how the best pop-ups invite you into a whole new world.

Glossier and Magnolia Bakery teamed up for a playful pop-up at Westfield London, blending beauty with dessert to launch the Banana Pudding Balm Dotcom. Designed by Studio Mya, the pastel space offered visitors a sensory experience — from retro visuals to the scent (and taste) of banana pudding. Each purchase came with a free pudding and access to a NYC-inspired garden. It’s a sweet example of how immersive, cross-category storytelling makes brand moments feel both personal an

AMIRI transforms Selfridges’ Corner Shop into the AMIRI Beach Club — an immersive brand world blending fashion, music, and community. With customisation zones, a sound lab, exclusive drops, and beach-inspired design, this pop-up reimagines retail as a creative playground. From studded hats to reissued collab sneakers, and a matcha soft-serve café, AMIRI delivers a multi-sensory summer escape in the heart of London. Retail theatre, redefined.

FARM Rio brings Brazil to Selfridges with a vibrant pop-up created with Estúdio Campana. Blending fashion, nature, and art, the space transforms into a living forest using natural materials and bold design. Window displays burst with texture and storytelling, inviting passersby to pause and connect. This is physical retail reimagined, where purpose, culture, and emotion meet.

CLOT brings streetwear swagger to Soho with the debut of its CLOT Country Club pop-up, timed to Wimbledon 2025. Set across two levels in London’s Bridle Lane, the space blends sport, culture, and style — from tennis-inspired interiors and adidas collaborations to exclusive drinks at CAFÉ AO and immersive basement installations. With live Wimbledon screenings, limited drops, and a membership programme, it’s more than retail, it’s a full-on cultural clubhouse experience.

Ralph Lauren transforms its New Bond Street flagship into a Wimbledon-inspired celebration of sport and style. Featuring the latest Polo Ralph Lauren x Wimbledon collection, the space blends archival graphics, classic crests, and tennis heritage with immersive visual storytelling, turning retail into a court-side experience that celebrates tradition, craftsmanship, and emotion. A masterclass in experiential fashion retail.

Step into the heart of Oman at Selfridges with the House of Amouage’s immersive activation. Inspired by Jabal Shams, the experience features Decision and Existence — fragrances that blend Omani Frankincense with modern elegance. A sculptural Juniper tree and poetic design elements evoke the rugged wilderness, inviting guests to explore a sensory journey where heritage meets contemporary storytelling. Discover timeless beauty reimagined.

Loewe Perfumes transforms Selfridges’ Corner Shop into a scent-drenched maze inspired by Renaissance gardens. Winding paper walls, oversized tomatoes, and botanical beauty bring the brand’s storytelling to life. From floral workshops to personalised bottles, it’s a full-sensory experience rooted in nature and powered by scent. More than retail, it’s a poetic, immersive world where fragrance, design, and interactivity bloom.

Prada and Miu Miu have transformed Liberty into a stunning in-store and window experience. From mirrored floors that shimmer like water to floating Gozzo boats and vibrant tiled displays, this is immersive retail at its finest. A calm-meets-colour collision that draws you in, slows you down, and reminds us of the emotional power of real-life brand experiences. A bold, beautiful takeover that must be seen to be felt.

Bold cherry motifs and vivid colour saturate the windows of Louis Vuitton’s New Bond Street flagship, transforming the space into a high-impact visual statement. Styled mannequins showcase the capsule collection against a repeat-pattern backdrop, balancing playfulness with luxury precision. In one of the world’s most visually competitive retail zones, this display commands attention and reaffirms Louis Vuitton’s commitment to creative spectacle.

SDD25/20_02: Burberry’s Regent Street flagship has been transformed into a rich, sensory celebration of British elegance through its latest collaboration with Highgrove, the private residence of King Charles III and Queen Camilla. Produced by Mint Ltd with floral installations by Star Flowers, the space immerses visitors in a living garden inspired by the estate’s wildflower meadows and carefully curated landscapes. A winding green pathway invites exploration, blending herita

SDD25/15_02: K-beauty powerhouse Laneige has launched its first-ever UK pop-up in the heart of London’s Covent Garden, in partnership with Studio Mya and Space NK. Set against the vibrant backdrop of the Covent Garden Piazza, the immersive experience introduces Laneige’s latest skincare innovation, the Bouncy & Firm range, through a blend of tactile exploration and expert education. Designed to celebrate hydration and skin resilience, the activation features complimentary ski

SDD25/14_01: Coach has brought its iconic mascot Rexy to life in a bold and imaginative window installation at its Regent Street flagship in London. This bespoke display transforms the storefront into a moment of visual storytelling, with a hyper-realistic model of Rexy roaring onto the scene. The installation reflects an extraordinary level of craftsmanship and creativity, with every detail, from concept and design to production and modelling, showcasing the brand’s commitme

SDD25/10_03: L’Oréal Paris’ Worth It Café, designed and produced by Seen Group, set a new standard for immersive brand storytelling. Created for the 2025 International Women’s Day campaign, the pop-up paid tribute to the marketing executive who coined the iconic tagline “Because I’m Worth It.” Blending Parisian elegance with a rich brand narrative, the space featured a chic café offering complimentary coffee and pastries, an intimate cinema screening a short film on the brand

SDD25/08_05: Lululemon has unveiled its largest store in Europe, relocating its flagship to an expansive 8,923 sq ft space on London’s Regent Street. Doubling the size of its previous location, the new store showcases an elevated retail experience with standout design elements, including Europe’s biggest pant wall, the largest menswear collection in EMEA, a water bottle personalisation station, and a dynamic staircase light feature that changes throughout the day. More than j

SDD25/07_01: Oh Polly’s Bloom & Brew Pop-Up transformed an American coffee truck into a romantic brand activation in the heart of Covent Garden. Wrapped in the brand’s signature burgundy and adorned with ethereal florals, the space became an Instagram-worthy destination where passersby could sip, snap, and share the love. The experience blended product, place, and emotion seamlessly, offering visitors complimentary coffee and fresh flowers, a thoughtful touch that reinforced

SDD25/05_03: The Ariana Grande x Swarovski Capsule Collection has taken the world’s most iconic retail destinations by storm, launching in flagship locations across Milan, Zurich, Seoul, and New York. Immersive pop-ups at Harrods London, Galeries Lafayette Paris, and KaDeWe Berlin showcase the collection’s blend of music, fashion, and luxury craftsmanship. Each activation is a dazzling fusion of modern glamour and timeless elegance, brought to life through bespoke window disp

SDD25/05_01: The Dior x KAWS capsule collection has taken the world by storm with a series of immersive global installations, blending high fashion with contemporary street art. Under the creative direction of Kim Jones, this collaboration redefines luxury retail, transforming spaces into visually striking showcases. From the avant-garde Seoul Dior Concept Store to the grandeur of Avenue Montaigne in Paris, each location has been meticulously designed to embody the bold, play

SDD25/02_05: HOKA’s Run Stop Corner Shop redefines the traditional retail experience by merging functionality with creativity in a setting that celebrates the joy of running. Located in East London, this concept brings the charm of a local corner shop to life, complete with a working ATM that dispenses “Hokens,” a playful, branded currency. Visitors can use these Hokens to shop for everything from snacks to running essentials, making every visit interactive and memorable. It’

SDD25/02_03: The Lego Flagship Store in Leicester Square, London, has introduced an enchanting new concept: Le Florist, the world’s largest Lego flower shop-in-shop. Inspired by the timeless charm of traditional flower shops, this immersive activation celebrates LEGO’s Botanicals product portfolio with a creative twist. The space is filled with vibrant displays and interactive elements, offering visitors an unforgettable experience that showcases the artistry and innovation b

SDD25/01_03: Stanley, the iconic drinkware brand, has unveiled an exclusive winter boutique at Harrods in London’s demo kitchen area on the third floor. The pop-up introduces three stunning new colourways; Cypress, Espresso, and Camel, in its Quencher H2.0 series. Additionally, the Cypress shade is available in the Aerolight Transit Mug and is exclusive to Harrods for three months, while Espresso and Camel will remain permanent Harrods exclusives. These exclusive designs can

SDD24/50_03: This holiday season, Kate Spade New York transformed a traditional London pub into 'The Kate Spade Arms', an immersive experience that blended festive cheer with the brand’s signature style. Located in the heart of Exmouth Market, the two-day activation celebrated community, creativity, and connection through a reimagined pub setting. Visitors were treated to unique touches like bespoke Kate Spade signage, branded pub games, a curated menu featuring specialty coc