Selfridges launches multi-platform campaign celebrating Shakespeare

Selfridges has unveiled a multi-platform campaign celebrating Shakespeare on the 400th anniversary of his death. Shakespeare Refashioned includes in-store performances and masterclasses, a specially constructed theatre in-store, dedicated windows and a collection of Shakespeare-themed products.

At the centre of the campaign is a specially constructed theatre in-store called The reFASHIONed Theatre that is being staged, in partnership with LG, from 4 July.

The theatre will offer "rare access" to the rehearsals and staging of a new version of Shakespeare's Much Ado About Nothing by British theatre company The Faction. Access will include a behind-the-scenes insight into the transformation of a play from read-through to opening night, offering visitors the chance to watch the reharsal process up close before booking tickets to the finished production. Make-up experts from MAC will also be demonstrating how the characters are created.

The theatre group's artistic director Mark Leipacher described the initiative as an "ambitious, innovative and wild idea". "[It is] exactly the way we should be celebrating Shakespeare 400," he said.

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

Krept & Konan x Astrid Andersen will deliver a special performance

More interesting, perhaps, for fashion fanatics is the Shakespeare reCITED initiative which pairs rising British fashion talent with grime and spoken word artists on a series of performances. The line-up includes spoken word artist James Messiah in partnership with Liam Hodges, Novelist with New Future London, Little Sims and Caitlin Price, Rejjie Snow and Life's a Beach, and Krept & Konan and Astrid Andersen.

More established designers have created 12 windows inspired by Shakespeare's most famous works. Christopher Kane has recreated Romeo & Juliet, Alexander McQueen has taken A Midsummer Night's Dream, as has Erdem, while brand of the moment Self Portrait has taken on The Taming of the Shrew. Other designers to have produced a window include Rodarte, Issey Miyake, Dries van Noten, JW Anderson, Marques' Almeida, Givenchy, Craig Green and Maison Margiela.

Alexander McQueen's A Midsummer Night's Dream

Finally the department store has curated a range of special products to celebrate the Bard ranging from high end items such as Olympia Le Tan Shakespeare book clutches, exclusive designs from Alexander McQueen and more fun lower-priced items such as friendship bracelets from Venessa Arizaga and totes and phone covers from Skinny Dip.

Olympia Le Tan clutch