SOOO - Regent Street
A pioneering pop-up experience at the heart of London’s retail district, SOOO at 245 Regent Street brought together women’s sport, fashion, and community in a bold and dynamic environment designed to celebrate and empower.
Year
2025
Client
SOO
design Agency
Octagon
Project Summary
Bespoke Design & Build – Delivered on a fast-paced 6-week turnaround, this large-scale activation transformed a prominent Regent Street address into a vibrant, multi-functional space.
Interactive Experience – The space featured a playable football pitch, flexible retail zones, and dedicated areas for live programming. Over 200 events were hosted during the residency, including fitness classes, workshops, talks and community meetups
Brand Integration – SOOO showcased over 20 independent, female-focused sports brands including IDA Sports, Freyja Fit, NIXI Body and many more.
Storytelling & Engagement – More than a store, SOOO became a cultural hub. Messaging such as “The future of women’s sport is here & now” framed the space as a rallying point for visibility and change.
