Matilda The Musical Displays Special Installation At Liberty's For Festive Season

Posted on 29 October 2013

The Royal Shakespeare Company’s production of Roald Dahl’s Matilda The Musical has teamed up with renowned London store Liberty for half term and the festive season. 

Matilda’s Olivier and Tony award-winning set designer, Rob Howell has created a unique installation which will be suspended above four floors of Liberty’s Central Atrium from 28 October 2013 to 5 January 2014. The installation, in keeping with style and themes of the multi award-winning musical, will consist of a giant satchel with brightly coloured lettered tiles exploding from within.
A specially commissioned and detailed model of the stage with a tower of uniquely designed Tom Brown’s Satchels will feature as one of Liberty’s signature window displays from 28 October – 10 November, whilst an exclusive pop-up shop will be positioned on the third floor just outside Little Liberty [Liberty’s Childrenswear department] where customers will be able to purchase tickets and merchandise for the show. Café Liberty is selling a special Matilda cake as part of its famed afternoon tea. There will also be a special competition in store to win tickets to Matilda The Musical, a family trip to London and Liberty gift vouchers. 
Designer Rob Howell said: “It was such a treat to be asked to come up with something that is fun, interesting and engaging for one of the most iconic retail spaces in London to celebrate the collaboration between Matilda The Musical and Liberty. I hope what my team and I have done captures the infectious and joyous spirit of Matilda The Musical with a nod and wink towards what Liberty does so well. Liberty is always a sure bet for a good bag, and I am sure that Matilda would confidently throw her school satchel into the mix given half a chance. If she did, this might be what we would get. I am so thankful to Souvenir Scenery and Tom Brown’s Satchels for their artistry and support. They have gone above and beyond to help me realise this design.”
Liberty is one of the last great emporiums for innovative and eclectic design. Situated in the heart of London since 1875, it remains to this day the destination of choice for the savvy and sophisticated shopper. At Liberty, a rich heritage combines with the cutting edge and avant-garde, making each visit a voyage of discovery and excitement.
“The run up to Christmas is always very whimsical at Liberty; we like to mix tradition and nostalgia with a heavy dose of fun. The story of Matilda resonates with adults and children alike and so we jumped at the chance to celebrate Matilda The Musical in store. The installation in our Central Atrium makes an arresting visual and great talking point for everyone coming in to Liberty to do their Christmas shopping. Don’t miss out on the opportunity to see how many newts you can spot on the scrabble tile-like letters in the installation for the chance to win tickets to see the show”
Maxine Groucutt; Head of Visual Identity, Liberty London
The Royal Shakespeare Company’s production of Roald Dahl’s Matilda The Musical has captured the imagination of young and old alike. Over one million people have seen the show since it opened at The Courtyard Theatre in Stratford-upon-Avon in November 2010. 8,000 tickets have been sold at £5 as part of the Royal Shakespeare Company’s day seats ticket scheme for 16-25 year olds. Now booking until 21 December 2014, the production continues to play to packed houses at the Cambridge Theatre in London.
Sweeping the board at the 2012 Laurence Olivier Awards, winning a record-breaking seven awards, Matilda The Musical has gone on to take Broadway by storm winning four Tony Awards® and a Tony Honor for Excellence in the Theater for each of the four girls sharing the title role. The show has now received a total of 47 awards in Stratford-upon-Avon, London and New York.
Matilda The Musical was commissioned by the RSC and played to sold-out audiences at the RSC’s The Courtyard Theatre in Stratford-upon-Avon for twelve weeks from November 2010 to January 2011.  It transferred to London’s West End on Tuesday 25 October 2011.
The New York production of Matilda The Musical, produced by the Royal Shakespeare Company and The Dodgers, began previews on 4 March 2013 with opening night on 11 April 2013 at Broadway’s Shubert Theatre.