In collaboration with LG, the Selfridges store on Oxford Street in London will host a new theatre from 4 July to 24 September 2016, as part of their celebrations of Shakespeare’s 400th birthday year.

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In-store theatre at Selfridges

The new “reFASHIONed Theatre”, located in Selfridges’ 3,500 sqft Ultralounge space, will hold 100 seats, and will feature a traverse stage, box office, royal box and a lighting rig to provide an immersive retail theatre experience for its customers.

Much Ado about Shakespeare
Customers will be able to watch rehearsals and performances of Much Ado About Nothing performed by British theatre company The Faction. Rehearsals will run from 18 July to 22 August, with performances taking place from 23 August to 24 September. Tickets for the show cost £20 which includes a commemorative brochure.

MAC cosmetics professionals will be showing customers how stage makeup is applied, and the Royal Academy of Dramatic Art will host a two-week residency prior to the show, offering visitors speech tuition, stage-craft workshops, acting, dance and on-stage combat masterclasses.

Selfridges has also launched a collection inspired by Shakespeare, including exclusive one-off pieces created by designers including Christopher Kane, Maison Margiela, Craig Green, Rick Owens, Simone Rocha and Alexander McQueen. The garments will be used in the store’s window displays alongside famous Shakespeare quotations.

Shakespeare’s 400th birthday
This year, celebrations have been taking place across the world to celebrate the 400th anniversary year of Shakespeare’s death. Some UK-based examples include the British Library’s special exhibition entitled Shakespeare in Ten Acts; the BFI’s extended programme of Shakespeare on film, and King’s College London’s Shakespeare400, a series of performances, programmes, exhibitions and activities to honour the Bard’s life.