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.

SDD24/39_02: Nike’s 'Don’t Waste Your Energy—Run in Pegasus' installation at Nike Town Oxford Circus, London, spotlights the brand’s Pegasus 41 running shoes with bold displays, interactive activations, and an engaging running zone for visitors to experience.. Pictures courtesy of Tim Nash / @tim_nash_