We work with you to inspire your audience.

Selfridges & Co.

Pop-up Fashion Theatre

THE FEELING: Anticipation

THE CHALLENGE: So it’s not every day we are asked to build a pop-up theatre on the fifth floor of the Bullring car park in Birmingham…but that’s exactly what Selfridges asked us to do. The “reFASHIONed” theatre was commissioned to celebrate the 400th anniversary year of Shakespeare’s death.

INSPIRING AN AUDIENCE: The Fashion theatre housed a number of performances from the Birmingham Royal Ballet, RADA and the Birmingham School of Acting, alongside a myriad of fashion catwalk shows. The event was designed, built and operated by On over a 5 day period before being totally dismantled and turned back…..into a car park! The anticipation of individuals eagerly waiting to enter the car park entrance to the theatre via a plain white door into a showcase of spectacular music, colour and entertainment created what was a truly memorable experience for the audience. Shakespeare used the art of anticipation to be a master-storyteller. It was the art of anticipation that we brought to the show.