With London’s Oxford Street busy rebuilding its status as a must-visit shopping destination, this experiences-driven concept could certainly help.

Under the headline ‘A New Era of Shopping Begins on Oxford Street’ and backed by a “bold” £20 million investment, Future Stores has shared more information about the initiative it flagged last month and said it is “transforming traditional retail into a dynamic, interactive experience — a first for London and globally”.

US tech giant Intel will be first to host to “the world’s most advanced retail store” opening at 95 Oxford Street (close to Primark near Tottenham Court Road tube station) this week before an official 30 October launch. But resident brands could also be fashion names or beauty giants, as well as coming from many other product categories.

The two-floor immersive space that spans an entire Oxford Street block, will feature 4,682 sq ft “of stunning high-definition Micro LED displays, monumental billboards, and cameras”.

Intel said it will host an “interactive, immersive and technology fuelled activation” that “blends the latest technology… bricks and mortar as well as state of the art graphics”. The store will also feature the firm’s newly launched AI PCs, allowing customers to play games live in-store.

While a second London site under consideration, Future Stores said expansion plans for the concept are already in motion for Paris and New York.

Providing bookable retail space starting from periods of 2-6 weeks, Future Stores says the concept is “more than just a transactional space [and is] “designed for brand experiences, storytelling, and immersive moments”.

Ariel Haroush, founder and chair of Future Stores, said: “Today’s shoppers are driven by TikTok-length attention spans, and traditional retail simply can’t keep up with Gen Z and Gen Alpha. 

“Our concept is the answer—an electrifying blend of creativity, technology, and multi-sensory design that feels like stepping into the Future. It’s about giving consumers and brands what they crave: an engaging, meaningful experience.”
 
Dee Corsi, chief executive at New West End Company, said of the launch: “Future Stores’ unique blend of retail and digital innovation makes it a fantastic addition to Oxford Street, which now boasts immersive retail and cultural attractions stretching from Tottenham Court Road to Marble Arch. 

“These experiences have been highly successful in boosting footfall and creating a vibrant atmosphere along the street. More than just a shopping district, it is clear that Oxford Street is undergoing an exciting period of transformation, bolstering new openings fit for a world-class retail, hospitality and leisure destination”.