In August, Selfridges of London opened what it claims is the first fully-fledged theatre within a store. Called the reFASHIONed Theatre, it has a 122-seat auditorium on the lower ground floor, and is a collaboration between Selfridges and The Faction theatre company and will show a contemporary production of Shakespeare's Much Ado About Nothing until 24 September as part of the store's celebration of the 400th anniversary year of Shakespeare's death.