It has already been described as the ‘world’s most exciting retail concept’ and now Future Stores has begun 2025 by announcing the appointment of its first Sales Director.
Acclaimed ‘retailtainment’ champion Oliver Murray joins the Future Stores team this week (6 January 2025), bringing over 20 years’ high-level commercial media sales expertise to the burgeoning 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.
Murray said: “I am incredibly excited to be joining Future Stores, a brand-new entity with a passionate, talented team and to bring my expertise in out-of-home and immersive technology to creatively meet clients’ needs in this unique, highly engaging environment.”
“I’m also thrilled to return to selling a physical asset, something I did successfully for 20 years in out-of-home media. Physical assets are fundamental to consumer engagement, and the innovative Future Stores concept takes this opportunity to a whole new level,” added Oli.
Analysts suggest the retail media sector could be poised to surpass social media in revenue, generating over $100 billion globally this year – and Future Stores is at the forefront of this revolution.
With 85 per cent of global retail transactions still happening in physical stores, Future Stores 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.
The first £20m store on London’s famed Oxford Street opened in October 2024, offering 435m2 of floor space and 400m2 of state-of-the-art dynamic LED displays developed with Mood Media allowing brands to provide consumers with a targeted, interactive adventure as fluid as a social media feed.
Future Stores exceptional AI-driven tech offers an unparalleled opportunity for brands to connect with audiences both on the high street and across digital channels at the same time.
Murray’s role will see him 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.
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.”
The London Future Stores space has already hosted a number of leading brands including cult trainer company LØCI x Snapchat and Intel. It will shortly announce other activations for the first quarter of 2025.
Engin Celikbas, managing firector, Future Stores said: “With a unique blend of experience from his tenure at JCDecaux and his role at Darabase, Oli bridges the digital and physical worlds, combining media, experiential, and digital expertise. He is a natural fit for Future Stores, and we are thrilled to welcome him as we reveal our next set of partner brands for London and beyond in 2025..”
Oli joins other senior hires at Future Stores that were announced last year including Engin Celikbas as Managing Director EMEA and respected consumer expert Kate Hardcastle MBE as non-rxecutive firector of global vonsumer rngagement.
