Monday 24 April 2017

Selfridges launching in-store theatre to mark Shakespeare anniversary

The Alexander McQueen window at Selfridges in London, as the store launches a summer of Shakespearean celebrations
The Alexander McQueen window at Selfridges in London, as the store launches a summer of Shakespearean celebrations

Selfridges is launching a commercial theatre within its flagship London store as part of celebrations marking the 400th anniversary of Shakespeare's death.

The theatre, which the retailer believes is a world first for a department store, is part of its Shakespeare Refashioned event, which is fusing fashion and drama in homage to the playwright.

The Oxford Street store's display windows have also been bedecked with designers' interpretations of Shakespeare plays, while more than 120 product collaborations continue the theme for shoppers.

Tickets have gone on sale for a new production of Much Ado About Nothing, which will be staged in the fully functioning 100-seat in-store theatre.

Selfridges is collaborating with the Royal Academy of Dramatic Art (Rada) and theatre company The Faction to allow shoppers access and interaction with the process of putting together a Shakespeare play, from rehearsals to set building through to closing night on September 24.

Director Mark Leipacher said: "This play offers a world in which fashion, appearance and social standing are of paramount importance and rumour, gossip and insinuation can be lethal.

"Everyone at The Faction is delighted to be collaborating with Selfridges to create this new production for the Shakespeare Refashioned project. It's an ambitious, innovative and wild idea - exactly the way we should be celebrating Shakespeare 400."

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