Future Stores, which launched late last year as the “world’s most exciting retail concept” has begun 2025 by announcing the appointment of its first sales director.

Oliver Murray joins the Future Stores team this week with the “acclaimed ‘retailtainment’ champion” bringing over 20 years’ commercial media sales expertise to its growing team. 

Formerly the client partner sales director at out-of-home advertising specialists JC Decaux and partnership director at immersive experience professionals Darabase, Murray’s appointment “will ensure seamless service for leading brands partnering with Future Stores”, it said.

He will use that out-of-home and immersive technology experience “to creatively meet clients’ needs in this unique, highly engaging environment.”

And he will work with selected partner brands “to curate a rotating line-up of brand showcases that change every two to six weeks”, first in London and then globally as more stores are rolled out worldwide, Future Stores added. 

Launching its first “£20 million” store on London’s Oxford Street in October, it offers “a unique, location-based retail entertainment experience sitting at the intersection of out-of-home, retail media, and experiential marketing all backed up by rich data”.

One of its first retail clients was footwear brand LØCI and Future Stores said it will “shortly announce other activations” for the first quarter of 2025.

Murray added: “It’s evident that retail media represents a significant opportunity. Brands are struggling to connect with audiences, especially younger demographics, both to build brand equity and drive sales. Increasingly, they are turning to retail media and physical spaces to bridge this gap. I am confident that forward-thinking clients will embrace this incredible opportunity. Together, we’ll deliver engaging, compelling campaigns that redefine the market and demonstrate what the future truly holds.”

Murray joins other senior hires including Engin Celikbas as managing director EMEA and consumer expert Kate Hardcastle as non-executive director of Global Consumer Engagement.