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.
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.
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.