Incredible RSC ‘animation effect’ window goes on display at Selfridges Birmingham

A giant window display featuring one of the biggest ‘animation effect’ prints ever seen in the UK has been revealed at Selfridges Birmingham this week.

Ahead of Selfridges’ forthcoming ‘Live + Loud celebrates Shakespeare ReFASHIONed’ festivities and the Royal Shakespeare Company's (RSC) production of The Tempest, a giant window display has been installed on Level 2 of the iconic city store.

Three windows feature a giant version of the image the RSC is using to publicise the production - a representation of the head of actor Simon Russell Beale, who will play Prospero in the show. The images used in the window display appear to move as you walk past them. To create this effect, the RSC’s Visual Communications Department chose to employ a technology called ‘lenticular printing’, in which specialist ‘animation’ lenses are used to produce printed images which create an illusion of depth, and the ability to change or move as the image is viewed from different angles.

The middle window image is 2.4m x 3.6m, with each of the side window images measuring 2.4m x 1.2m. It is believed that these may be the biggest lenticular images ever seen in the UK.

The Tempest, presented in collaboration with Intel and in association with The Imaginarium Studios, will run at the Royal Shakespeare Theatre, Stratford-upon-Avon, between 8 November 2016 and 21 January 2017. The production aims to break new boundaries in theatre-making, and actor Mark Quartley, who plays Ariel, will wear a motion capture suit, allowing the movements of his ‘avatar’ Ariel to be projected on and around the stage, including flying and morphing into different versions of the spirit. Technology will also be used to create parts of the play’s setting, including the famous shipwreck. The window display at Selfridges also includes four mannequins dressed in what look like motion-capture suits, reflecting the technological aspects of the production.

Selfridges ‘Live + Loud celebrates Shakespeare ReFASHIONed’ festivities kick off on Tuesday 27 September with a VIP performance by Birmingham Royal Ballet in the specially created theatre on Level 5 of the Bullring’s Moor Street Car Park.

There will then be Shakespeare-inspired performances by the Hip Hop Shakespeare Company, Birmingham City University and Birmingham School of Acting, mac Birmingham and The Old Rep, with further interactive activities for shoppers within the store.

These include the chance to see some of the most interesting artifacts held within Birmingham’s library and museums, and a series of special workshops by Royal Academy of Dramatic Art (RADA).

The programme of events run until Sunday 2nd October.

Sam Watts, the store’s general manager, said:

Store visitors are already enjoying our incredible new window display which really is a first - not just for Birmingham, but we believe in the UK - and is a great taster of what they can expect from our unique festival at the end of this month.



Tickets for the Selfridges performances are available online at, or visit the store for more details

Tickets for RSC production of The Tempest are available from the RSC Box Office:, 01789 403493.



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