London’s Oxford Street is set to welcome a new tech and data-focused retail concept with the arrival of Future Stores at the end of October, bringing with it 40 new jobs.

Described as a “brand-new concept in immersive retail media, a global first”, Future Stores will cover 435 square metres at 95 Oxford Street, near the Tottenham Court Road end and directly above the key Elizabeth Line transport link. The store will span an entire street block, blending media, retail and digital performance marketing to create a hybrid platform that allows brands to engage with audiences, run impactful marketing campaigns and boost sales.

In practice, this means an ever-changing rotation of well-known brands across various industries, from fashion and beauty to tech and food. These brands will be able to book the space and showcase their products to the 1.3 million people who pass the store weekly.

The store will be equipped with advanced technology to deliver a strong visual impact and capture data, providing insights to help brands understand what drives sales. For example, data might reveal how product placement in different parts of the store influences buying behaviour.

Featuring “state of the art LEDs covering 400 square metres of walls and ceilings”, along with innovative data collection methods, Future Stores will provide unique customer insights for those hiring the space.

Ariel Haroush, CEO and founder of Outform, the global innovation agency behind this concept, explained the vision: “We looked around the globe to find the ideal location for our very first store. With a rich heritage, Oxford Street and London were always top of the list. As we move towards the opening in autumn, not only are we delighted to create 40 new jobs, but also look forward to changing the face of retail, through a concept that asks why the high street can’t be as dynamic as your Instagram feed – ever changing, ever engaging, and that is exactly what we plan to deliver with this world first.”