After a few months of getting up and running, the world’s most digital pop-up store is quickly winning over both brands and consumers. Here’s why people were lining up to check out Pepsi, Tesla, and Renault.
First it was yellow, then silver, and now red—Future Stores changed both its look and its tenants three times in just one month. Renault, Tesla, and Pepsi each took over the pop-up spot on London’s Oxford Street to show off their latest products at the start of spring. Visitors came in groups to play games, win prizes, and try out products for free. And of course, TikTok was full of short videos capturing the experience.
Future Stores opened at the end of 2025 as a mostly empty space in the heart of one of the world’s busiest shopping streets. The big draw? The 360-degree LED interior that let brands go all out visually. These LED walls, ceilings, and columns create a super immersive vibe, that is supposed to pull people in from the street—even from blocks away.
At first, brands typically rented the space for a whole month since it takes a lot of work to fill out all the digital surfaces Future Stores offers. But now, big brands like Pepsi have figured out how to optimize the space for shorter bursts. They are renting it for just a few days, cranking up the experience factor, building hype on social media, and bringing in influencers. The strategy seemed to work: visitors lined up to try Pepsi’s newest flavors and sit in Europe’s first Tesla Cybertruck.
Right now, Future Stores is adding an advanced retail analytics system to track everything from foot traffic to visitor demographics and how long people stick around using heat maps. They have also started doing qualitative research to gauge how people feel about each activation. To level up its data game, the store, backed by digital signage firm Outform, recently partnered with British data company Huq Industries.
Future Stores’ goal is to make the high street as exciting as a social media feed—and just as smart behind the scenes. The concept is now set to expand to more cities in the coming years.
