First look: Michael Murray discusses the tech-heavy revamped Sports Direct flagship on Oxford Street

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Stepping out of Oxford Circus station at lunch time on a week day and scars from the pandemic are there. You can’t miss the closed down giant Topshop branch and now you can take a photo without being barged into- something that was pretty tough pre-March 2020 before West End footfall was hammered by Covid-19 disruption. But a new shop, one where a hologram of a football greets you at the entrance, is about to kick some life back into one of the capital’s most famous shopping streets.
Stepping out of Oxford Circus station at lunch time on a week day and scars from the pandemic are there. You can’t miss the closed down giant Topshop branch and now you can take a photo without being barged into- something that was pretty tough pre-March 2020 before West End footfall was hammered by Covid-19 disruption. But a new shop, one where a hologram of a football greets you at the entrance, is about to kick some life back into one of the capital’s most famous shopping streets.

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