{"id":1384,"date":"2016-09-01T23:19:28","date_gmt":"2016-09-01T23:19:28","guid":{"rendered":"http:\/\/blog.thestorefront.com\/?p=1384"},"modified":"2026-03-19T11:53:59","modified_gmt":"2026-03-19T11:53:59","slug":"shakespeare-refashioned-selfridges-opens-pop-store-theatre","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/shakespeare-refashioned-selfridges-opens-pop-store-theatre\/","title":{"rendered":"Inside Selfridges\u2019 Shakespeare Pop-Up: When Retail Becomes Theatre"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/shakespeare-refashioned-selfridges-opens-pop-store-theatre\/#A_pop-up_that_reimagined_retail_as_performance\" title=\"A pop-up that reimagined retail as performance\">A pop-up that reimagined retail as performance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/shakespeare-refashioned-selfridges-opens-pop-store-theatre\/#Blending_fashion_culture_and_technology\" title=\"Blending fashion, culture, and technology\">Blending fashion, culture, and technology<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/shakespeare-refashioned-selfridges-opens-pop-store-theatre\/#Why_this_pop-up_worked\" title=\"Why this pop-up worked\">Why this pop-up worked<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/shakespeare-refashioned-selfridges-opens-pop-store-theatre\/#What_brands_can_learn_from_Selfridges\" title=\"What brands can learn from Selfridges\">What brands can learn from Selfridges<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/shakespeare-refashioned-selfridges-opens-pop-store-theatre\/#_Pop-ups_as_cultural_platforms\" title=\"\u00a0Pop-ups as cultural platforms\">\u00a0Pop-ups as cultural platforms<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/shakespeare-refashioned-selfridges-opens-pop-store-theatre\/#Start_your_own_pop-up_experience\" title=\"Start your own pop-up experience\">Start your own pop-up experience<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>Pop-up stores are no longer just about selling products. Increasingly, they are about creating cultural moments, blending retail with art, performance, and experience.<\/p>\n\n\n\n<p>Few examples capture this better than <a href=\"https:\/\/www.selfridges.com\/\" class=\"ek-link\"><strong>Selfridges<\/strong><\/a>\u2019 Shakespeare-inspired <a href=\"https:\/\/www.thestorefront.com\/search\/london\/retail\" class=\"ek-link\">pop-up activation in London<\/a>, which transformed part of its Oxford Street flagship into an immersive theatre and retail experience.<\/p>\n\n\n\n<p>This is a reminder of what pop-ups can achieve when brands think beyond traditional retail.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_pop-up_that_reimagined_retail_as_performance\"><\/span>A pop-up that reimagined retail as performance<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" width=\"900\" height=\"614\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/SELFRIDGES-EXCLUSIVE-Mary-McCartney-full-cast-image-copy.jpg\" alt=\"The cast of the show\" class=\"wp-image-1397\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/SELFRIDGES-EXCLUSIVE-Mary-McCartney-full-cast-image-copy.jpg 900w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/SELFRIDGES-EXCLUSIVE-Mary-McCartney-full-cast-image-copy-300x205.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/SELFRIDGES-EXCLUSIVE-Mary-McCartney-full-cast-image-copy-768x524.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/SELFRIDGES-EXCLUSIVE-Mary-McCartney-full-cast-image-copy-810x553.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/SELFRIDGES-EXCLUSIVE-Mary-McCartney-full-cast-image-copy-145x100.jpg 145w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/SELFRIDGES-EXCLUSIVE-Mary-McCartney-full-cast-image-copy-380x260.jpg 380w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/figure>\n\n\n\n<p>To mark the 400th anniversary of William Shakespeare, Selfridges launched \u201cShakespeare reFASHIONed,\u201d a large-scale campaign that combined fashion, theatre, music, and design.<\/p>\n\n\n\n<p>At the heart of the activation was a fully functioning pop-up theatre built \u062f\u0627\u062e\u0644 the department store. Designed as an intimate performance space, it hosted live productions, rehearsals, and workshops, bringing customers directly into the creative process.<\/p>\n\n\n\n<p>This was not just a retail installation. It was a destination.<\/p>\n\n\n\n<p>Visitors could:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>watch live performances<\/li>\n\n\n\n<li>explore behind-the-scenes rehearsals<\/li>\n\n\n\n<li>attend workshops and cultural events<\/li>\n\n\n\n<li>experience storytelling through fashion and design<\/li>\n<\/ul>\n\n\n\n<p>The result was a retail space that felt alive, constantly changing, and deeply engaging.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Blending_fashion_culture_and_technology\"><\/span>Blending fashion, culture, and technology<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" width=\"800\" height=\"500\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/shakespeare-1.jpg\" alt=\"shakespeare with a modern twist\" class=\"wp-image-1398\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/shakespeare-1.jpg 800w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/shakespeare-1-300x188.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/shakespeare-1-768x480.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>What made this pop-up stand out was how it merged multiple disciplines into one cohesive experience.<\/p>\n\n\n\n<p>Selfridges collaborated with theatre companies, designers, and cultural institutions to reinterpret Shakespeare for a modern audience. Performances were paired with fashion collections, while technology such as projection and visual storytelling added another layer to the experience.<\/p>\n\n\n\n<p>Across the store, this extended into:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>themed visual merchandising<\/li>\n\n\n\n<li>exclusive designer collaborations<\/li>\n\n\n\n<li>live music and performance programming<\/li>\n<\/ul>\n\n\n\n<p>The pop-up became part of a wider ecosystem, connecting retail with culture and creativity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_this_pop-up_worked\"><\/span>Why this pop-up worked<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This activation highlights several key principles that apply to modern pop-up retail.<\/p>\n\n\n\n<p>First, it created a reason to visit beyond shopping. Customers were drawn in by the experience, not just the products.<\/p>\n\n\n\n<p>Second, it embraced storytelling. Every element, from the theatre to the product collaborations, reinforced a single narrative.<\/p>\n\n\n\n<p>Third, it encouraged repeat visits. With changing performances and events, the space remained dynamic over time.<\/p>\n\n\n\n<p>This aligns with how leading brands are using pop-ups today. They are no longer just short-term stores, but platforms for engagement, content, and community.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_brands_can_learn_from_Selfridges\"><\/span>What brands can learn from Selfridges<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>You do not need a department store-scale budget to apply these ideas.<\/p>\n\n\n\n<p>The key takeaway is to think of your pop-up as an experience first, and a store second.<\/p>\n\n\n\n<figure class=\"wp-block-image alignleft\"><img decoding=\"async\" width=\"300\" height=\"169\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/160722-shakespeare-rada-shakespeare-performed-soundcloud-ralph-fiennes-300x169.jpg\" alt=\"ralph fiennes\" class=\"wp-image-1399\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/160722-shakespeare-rada-shakespeare-performed-soundcloud-ralph-fiennes-300x169.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/160722-shakespeare-rada-shakespeare-performed-soundcloud-ralph-fiennes.jpg 590w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/figure>\n\n\n\n<p>This could mean:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>hosting live events or workshops<\/li>\n\n\n\n<li>collaborating with creatives or cultural partners<\/li>\n\n\n\n<li>designing a space that evolves over time<\/li>\n\n\n\n<li>creating moments worth sharing<\/li>\n<\/ul>\n\n\n\n<p>Even small activations can benefit from this approach.<\/p>\n\n\n\n<p>If you are planning your own project, this <a href=\"https:\/\/www.thestorefront.com\/mag\/how-to-open-pop-up-store-storefront\/\" class=\"ek-link\"><strong>complete guide to opening a pop-up store<\/strong><\/a> covers how to bring your concept to life.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_Pop-ups_as_cultural_platforms\"><\/span>\u00a0Pop-ups as cultural platforms<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Selfridges\u2019 Shakespeare pop-up is part of a broader shift in retail.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe title=\"Selfridges HOT AIR Presents: The Bard Of The Street, A Film By Mary McCartney\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/xaNbyYeJRZI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<p>\u00a0Pop-up stores are increasingly being used to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>launch campaigns<\/li>\n\n\n\n<li>tell brand stories<\/li>\n\n\n\n<li>create immersive environments<\/li>\n\n\n\n<li>connect with audiences in meaningful ways<\/li>\n<\/ul>\n\n\n\n<p>They are flexible, creative, and capable of delivering impact far beyond their size or duration.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" width=\"893\" height=\"467\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/shakespeare.jpg\" alt=\"shakespeare pop up in Selfridges\" class=\"wp-image-1393\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/shakespeare.jpg 893w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/shakespeare-300x157.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/shakespeare-768x402.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/shakespeare-810x424.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2016\/09\/shakespeare-375x195.jpg 375w\" sizes=\"(max-width: 893px) 100vw, 893px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Start_your_own_pop-up_experience\"><\/span>Start your own pop-up experience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Whether you are launching a product, building awareness, or creating a cultural moment, the right space is the foundation.<\/p>\n\n\n\n<p>You can explore available spaces through <a href=\"https:\/\/www.thestorefront.com\/\">Storefront<\/a> or browse <a href=\"https:\/\/www.thestorefront.com\/search\/london\/retail\">pop-up shops in London<\/a> to find a location that fits your concept.<\/p>\n\n\n\n<p>For more inspiration, explore additional <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories-uk\/\">UK pop-up success stories<\/a> and see how brands are using temporary retail to stand out.<\/p>\n\n\n\n<p>The best pop-ups do not just sell. They create experiences people remember<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Explore how Selfridges turned a pop-up store into an immersive theatre experience, blending fashion, culture, and retail to create a memorable destination.<\/p>\n","protected":false},"author":19,"featured_media":1390,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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Kerbrat","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/ak\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/inspiration\/\" rel=\"category tag\">Inspiration<\/a>","qubely_excerpt":"Explore how Selfridges turned a pop-up store into an immersive theatre experience, blending fashion, culture, and retail to create a memorable destination.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/1384","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=1384"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/1384\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/1390"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=1384"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=1384"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=1384"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}