Much ado about shopping

Much ado about shopping

London – Selfridges is bringing new meaning to the term retail theatre to mark the 400th anniversary of Shakespeare’s death.

Article/19725 8a0
Selfridges presents Shakespeare reFASHIONed, London

London – Selfridges is bringing new meaning to the term retail theatre to mark the 400th anniversary of Shakespeare’s death.

  • The department store has launched an in-store theatre that will host a production of Much Ado About Nothing
  • The campaign also features limited-edition pieces by designers including Rick Owens and Christopher Kane

Shakespeare Refashioned is a campaign in two parts. Act I will focus on ‘a tale of laughter and light’, while Act II will take a darker path inspired by the bard’s classic tragedies. To accompany the campaign, the department store has created visual merchandising for its Oxford Street windows and collaborated with designers and brands to produce limited-edition pieces that celebrate the playwright’s most famous characters and themes.

The in-store Refashioned Theatre, a collaboration between Selfridges and UK theatre company The Faction, will host a modern retelling of Much Ado About Nothing and enable shoppers to go behind the scenes of the production with live rehearsals and readings throughout the space. The Royal Academy of Dramatic Art will also use the space to host a series of dance and stagecraft workshops and masterclasses.

The Big Picture

Selfridges’ creative campaigns highlight the shift in retail from product to experience. For more on the rise of the experience economy and its impact on the retail industry, read parts 1 and 2 of our Destination Retail market report.

Discover More News
Cash App taps Timothée Chalamet for youth-friendly money talk

News

Cash App taps Timothée Chalamet for youth-friendly money talk

Cash App has launched an integrated brand campaign featuring Academy Award-nominated actor Timothée Chalamet which aims to foster intergenerational...
Finance : Gen Z : Youth
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Beauty : The Synthocene Era : Virtual Beauty
Stat: Southeast Asia is TikTok’s largest advertising audience

News

Stat: Southeast Asia is TikTok’s largest advertising audience

Southeast Asia now accounts for nearly a quarter of TikTok’s global advertising audience, according to the Digital 2025: July Statshot report.
Statistic : Stat : Southeast Asia
Spktrl’s AI diamond ring aims to cut screen time

News

Spktrl’s AI diamond ring aims to cut screen time

Parisian start-up Spktrl is reimagining wearable technology with the launch of its AI-powered Light Ring, a piece of high jewellery designed to cur...
Wellness : Augmented Human : The Synthocene Era
Represent launches in-person fitness competition 247 Mission Rivington

News

Represent launches in-person fitness competition 247 Mission Rivington

British fashion brand Represent has held its first-ever fitness event, 247 Mission Rivington, with 100 athletes competing in a 12‑hour endurance ch...
Sport : Fashion : Fitness
Stat: Technological innovation is driving the future of beauty

News

Stat: Technological innovation is driving the future of beauty

Wealth divides, digital tools and regional identity are reshaping the international beauty market, according to The State of Fashion: Beauty Volume...
Statistic : Stat : Beauty
AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

News

AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

WWF-Korea has launched Animal Trash Fashion, a powerful out-of-home campaign using AI to starkly illustrate the devastating impact of plastic pollu...
Sustainability : Design : Advertising
Rixo launches pre-loved resale platform

News

Rixo launches pre-loved resale platform

British fashion brand Rixo is expanding its circular ambitions with the launch of Rixo Pre-Loved, a resale platform where customers buy and sell it...
Retail : Fashion : Sutainability
Stat: Global business travel spending hits historic high

News

Stat: Global business travel spending hits historic high

Business travel is set to reach a record £1.18 trillion ($1.57 trillion, €1.36 trillion) by the end of 2025, according to ...
Stat : Statistic : Global Travel Market
Axe gamifies fragrance sampling with arcade-inspired bus stop activation

News

Axe gamifies fragrance sampling with arcade-inspired bus stop activation

Axe is making fragrance sampling fun again with a new campaign for its Cherry Fizz body spray.
Advertising : Fragrance : Retail
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN