Get thee to Selfridges this month, as the London flagship celebrates the opening of a new production in its unique in-store theatre. Celebrating Shakespeare400, the department store has joined forces with The Faction, one of the most exciting emerging young British theatre companies around, to bring a new staging of Much Ado About Nothing to the pop-up reFASHIONed Theatre.

Much Ado About Nothing: Selfridges launches a summer of Shakespearian celebrations across all its stores and online at selfridges.com with new window. PHOTO MATT WRITTLE © copyright Matt Writtle 2016.Contrasting the classic love story of Claudio and Hero and the ‘merry war’ of the ferociously witty Beatrice and Benedick, Much Ado About Nothing continues to stand as one of Shakespeare’s best-loved comedies. Reimagined and refashioned for the 21st century, The Faction have brought it into a fresh landscape of high style, tabloid journalism, CCTV and iconic events. Taking inspiration from the fashion world and Selfridges itself, the bold company continue to interpret classical texts with a contemporary aesthetic.

Much Ado About Nothing: Selfridges launches a summer of Shakespearian celebrations across all its stores and online at selfridges.com with new window. PHOTO MATT WRITTLE © copyright Matt Writtle 2016.Leading the cast of this ambitious project is Evening Standard Award nominee Daniel Boyd (Royal Shakespeare Company’s Oppenheimer; Headlong’s Romeo and Juliet; BBC’s The Hollow Crown) and star of the BBC hit Shetland Alison O’Donnell (Headlong’s Boys; Dolls at The National Theatre Scotland) as Beatrice and Benedick.

As well as a stellar supporting cast, the production will include a line-up of ‘digital cameos’ featuring Simon Callow CBE (Four Weddings and a Funeral), Rufus Hound (Royal Shakespeare Company’s Don Quixote), and Meera Syal CBE (Goodness Gracious Me), with pre-recorded cameos created as news reports and CCTV footage by digital content specialists Dusthouse.

Much Ado About Nothing: Selfridges launches a summer of Shakespearian celebrations across all its stores and online at selfridges.com with new window. PHOTO MATT WRITTLE © copyright Matt Writtle 2016.Celebrating Selfridges’ ethos of ‘all are welcome’, audiences have had the chance to peer into Shakespeare-inspired windows and the rehearsal process over the last few weeks. There have also been opportunities to interact with the cast and creatives and take part in partnered workshops with MAC. Now, with the production’s opening, the public can properly experience the intimate 122-seat theatre for themselves –  a space which boasts a traverse, raised catwalk stage, designer furniture, and a bespoke lighting rig by Whitelight.

 Much Ado About Nothing takes place at The reFASHIONed Theatre in Selfridges, London from Tuesday 23 August – Saturday 24 September. Book your tickets now here.