Occupying 91 to 101 Oxford Street, the premises is part of a new development and has been agreed on a 10-year lease with landlord TFL, with the hopes of “revolutionising the traditional retail experience”. Future Stores was also advised by real estate company Newmark on the deal.

Deemed a “pioneer in immersive retail media”, Future Stores is a new venture centred around cutting-edge technology, data analytics and immersive brand experiences.

Offering brands the chance to use this 4,710 sq ft physical space to deploy and showcase marketing campaigns, Future Stores told Retail Week it is currently in discussions to establish brand relationships moving forward.

Future Stores’ founders have more than 25 years of experience in marketing across retail, FMCG and technology, among other sectors, and hope to create a space to immerse shoppers in their favourite brands.

Managing director Engin Celikbas said: “Our vision for Future Stores is to redefine the intersection of retail and media, offering brands unparalleled opportunities to connect with consumers in a dynamic and memorable way. We are thrilled to bring our expertise to Oxford Street and continue shaping the future of retail media.”

Savills associate Callum White said: “Stores in an ultra-prime location such as this one are like gold dust – we are seeing huge levels of demand from brands from all over the globe to be right and centre, captivating audiences, which is why Future Stores is essential for Oxford Street.

“It’s a completely unique proposition tapping into the billion-pound pop-up industry, enabling brands to tell their story on a scale that we haven’t seen before.”