Event TV: LG installs Shakespeare-themed window displays at Selfridges

Technology provider LG has paid homage to playwright William Shakespeare on the 400-year anniversary of his death with a window display at London department store Selfridges.

LG: Selfridges installation paying homage to Shakespeare
LG: Selfridges installation paying homage to Shakespeare

The week-long installation was unveiled on 29 September. LG has collaborated with American graffiti artist JonOne to create a range of portable Bluetooth speakers exclusive to Selfridges, being showcased in the 3D vitrines either side of the main entrance. The speakers appear as if being poured from a can of paint, illuminated against a spectacular graffiti backdrop. 

LG’s flagship E6 OLED TV is displayed in two magical main window installations arranged as a theatre stage with a colourful fibre optic forest floor, highlighting LG’s concept ‘Perfect Black Creates Perfect Colour’.

In homage to Shakespeare’s 400-year anniversary, the displays feature quotes from A Midsummer Night’s Dream and Much Ado About Nothing, tying into the themes of colour, art and music. Agency Brand and Deliver developed the creative concept for the displays and managed the fit and installation.

Carolyn Anderson LG’s head of marketing, Consumer Electronics, said: "We’re thrilled to see our products displayed in London’s most iconic shop windows. These installations successfully convey the vibrant colour of our OLED technology and imaginatively showcase our hugely popular JonOne collaboration."

This work follows on from a summer activation, where LG and Selfridges joined forces to devise an in-store theatre to mark the 400th anniversary of the death of William Shakespeare.

Hayley Lawrence, head of events at B&D, said: "Tying Shakespeare, LG’s sophisticated technology and graffiti into a single concept was no mean feat, but the final displays are both striking and clever."

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