What went down at Sprayground’s Soho Playground
Oxford Street doesn’t exactly have a reputation for subtlety, anyone who has marched through throngs of tourists on some necessary, but highly inconvenient, errand can attest to that. It’s often a big red no-go zone for most London locals. Thankfully, New York-based accessories brand, Sprayground, has never required subtlety. Known for their unmistakably maximalist world, they have just closed a 15-day run of their debut London pop-up.
Taking over Future Stores on 95 Oxford Street, the opening night kicked off the residency in style. Guests arrived to Afro-house sets from Soraya DJ and DJ DDOT before British rapper MIST took over with a performance of fan favourite ‘So High’, alongside a preview of his latest music. Between sets, attendees queued for an exclusive bag signing with the rapper while Beigel Bake kept everyone fuelled.
Aptly named Sprayground’s ‘Soho Playground’, the pop-up was a fortnight of creative exploration. Conceived by brand founder David Ben-David, dotted around the venue were two larger than life sculptures, both made entirely from Sprayground bags. One was a lifesize Sprayground Supercar, the other, in the centre of the room, was a 3.7m robot named Luggator. Animated with a digital face and framed by neon projections and playful graphics, it was a testament to the brand’s commitment to pushing towards the future and innovating playful, memorable design.
Last Sunday (19 July) saw the brand welcome families. With their colourful, bright designs the backpacks often appeal to the younger (read: fun-er) generations. Offering an exciting opportunity for the whole family to immerse themself into the vision of Spraygrounds world, the Family Day was packed with entertainment for all ages, including treasure hunts, raffles, and — most importantly — popcorn and slushies. Other days saw catering from Smacks Burgers and Hot Chicken, visits from local schools and charities and a Tooth Gem activation with Chai Beauty.
Sprayground as a brand is pervasive, their collaborations and releases are almost constant. This month alone saw collaboration releases with Hello Kitty, Sugar Venom, Bob Marley, American Airlines and Malachi Toney. Most recently, the brand launched The James First Class Collection headed by its COO, James Ferrel, who’s dubbed the godfather of streetwear and hiphop by those in-the-know.
This pop-up proved why Sprayground is such a cult name in accessories. By allowing buyers to step into the brand’s world, they proved their own philosophy that fashion should be immersive and playful. And, most importantly, it made the trip to Oxford Street well worth the visit.
Shop all Sprayground collections on their website.
