LG partners with Selfridges to launch theatre initiative

Department store Selfridges and consumer electronics brand LG have joined forces to devise an in-store theatre to mark the 400th anniversary of the death of William Shakespeare.

Selfridges' in-store theatre celebrates the works of William Shakespeare
Selfridges' in-store theatre celebrates the works of William Shakespeare

The Refashioned Theatre, in partnership with LG, will be housed inside the department store's flagship space on Oxford Street. 

Set to open next week (4 July), the theatre will be in place until the 24 September, and will offer visitors access to the rehearsals and staging of a new version of ‘Much Ado About Nothing’ by exciting British theatre company The Faction.

Theatrical showcases will also deliver a behind-the-scenes insight into the transformation of a play from read-through to opening night, offering visitors the chance to watch the rehearsal process up close before booking tickets to the finished production. Partner and make-up experts MAC will also be allowing customers to see first-hand how on-stage characters are created. 

RADA - the Royal Academy of Dramatic Art - will also be joining the Refashioned Theatre with a two-week residency teaching customers stage-craft workshops and masterclasses, including acting training, audition and feedback workshops, as well as an introduction to dance and stage combat. 

The theatre initiative is part of a the department store's broader campaign, Shakespeare Refashioned, spanning fashion and art and including cultural talks, all aimed at marking 400 years since the Bard's death.

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