London’s Oxford Street will see a new tech and data-driven retail concept landing at the end of October with the debut of Future Stores, which will create 40 jobs.

We’re told it’s a “brand-new concept in immersive retail media, a global first”.

Covering 435 sq m at 95 Oxford Street (which is near the Tottenham Court Road end and is actually above the all-important Elizabeth Line transport link), it will spread across a full street block.

It “blends the worlds of media, retail, and digital performance marketing together for the first time, creating a hybrid retail media platform that helps brands captivate audiences, drive impactful marketing campaigns, and generate sales”.

What does that mean in practice? “An ever-changing rota of well-known brands, across a wide range of industries who will be able to book the space and showcase their offer to 1.3 million people who walk past the door on a weekly basis”.

Those brands could vary from fashion and beauty specialists to tech firms, food and drink giants or any other product type.

They’ll find a ‘store’ that contains enough tech to make a big visual impact but also to capture data that can offer all manner of insights (it might tell brands, for instance, that putting a particular product in this position rather than that one is driving sales much higher).

It will feature “state of the art LED’s covering 400 sq m walls and ceilings, alongside innovative data capture [to] provide unique customer insights to anyone hiring the space”.

The individual behind all this is Ariel Haroush, the CEO and founder of Outform, the award-winning global innovation agency. 

He said: “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.”