We’re Play, a strategic 

retail design agency.

We utilise technology to deliver experiential shopper experiences, disrupting

the future of retail. As one of the fastest growing retail design agencies in Europe,

we work closely with our global clients to ensure they connect with their customers.


What we do.

We specialise in the design & production of disruptive shopper experiences.

Our team of retail addicts and creative experts provide winning retail strategies and effective solutions for your customers; delivering an approach to fulfil shoppers’ desire to think, to feel, and to do.

Our approach ensures we become immersed in the business objectives and unique product capabilities of our clients. We work collaboratively, sharing our insight and creativity to find winning opportunities and solutions.

Virtual reality nail trial

The nail lacquer category in travel retail lacks stand out. COTY tasked Play to create a new free-standing unit for market leader nail lacquer brand OPI which was both disruptive and innovative...

We've helped some of the world’s biggest brands to engage with their shoppers.

NARS Orgasm Activation.

We were approached by NARS to design an engaging global pop-up activation to celebrate the arrival of the new Orgasm collection. As the brief developed, key locations within Selfridges & Sephora were secured and builds were commissioned to align with their #whatmakesyoublush campaign...

Crafting personalised connections with shoppers and immersive, sensory digital experiences in-store are fundamental to success in today’s retail landscape.

We believe in the fundamental building blocks of Play to;


- Inspire creativity through collaboration
- Engage the senses and touch the soul
- Build relationships that stand the test of

- Innovate and solve problems 
- Break the rules and be disruptive!


We believe
in the power of Play!

The Playground.

Insight and opinion

Trends newsletter.

Based in the heart of London’s vibrant Shoreditch, Play are ideally located to be inspired by the latest trends in retail, culture and technology. Check out our blog ‘The playground’ for the latest insights and sign up to receive our quarterly retail trends report, direct to your inbox.

Get in touch.


11b Boundary Street, Shoreditch, London, E2 7JE

Opening hours

Mon - Fri :

09:30 - 18:00

Contact  us

+44 (0)208 049 2301 


  • Play Retail Ltd
  • Play Retail Ltd
  • Play Retail Ltd

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Play Retail Limited, trading as Play. Registered in England and Wales, Registration Number 05434741.
Registered Office Address: Play, 11b Boundary Street, London, England, E2 7JE