NYO performs spectacular sets at Selfridges Birmingham

NYO performs spectacular sets at Selfridges Birmingham

Shoppers at Selfridges Birmingham were captivated when the department store hosted The National Youth Orchestra (NYO) as part of its two months of musical events to inspire and entertain.

Seventy NYO performers appeared in store last Saturday (29th July), playing almost two hours of classical and contemporary music across 12 pop-up performances as part of the store’s innovative Music Matters at Selfridges campaign, which runs until 1st October and aims to transcend the traditional shopping experience with spectacular installations, events and products that will hit all the right notes for summer.

The National Youth Orchestra perform at Selfridges Birmingham as part of the Music Matters season.

Sarah Alexander, CEO and artistic director of the NYO, said: “Orchestras need to appeal to young people if we’re going to attract the talent for the future. Unusual performances like this add excitement for the musicians, especially as they’re interacting so closely with the audience.”

Selfridges Birmingham General Manager Sam Watts said: “Seeing these extraordinarily talented teenage musicians perform was incredible and we know based on the feedback from shoppers that their contribution was very much valued. Our Music Matters at Selfridges campaign celebrates a wide spectrum of music genres and we were thrilled to welcome the NYO in store.”

On Saturday, 12th August, the Bullring department store will welcome a community choir made up of members with learning disabilities.

The National Youth Orchestra perform at Selfridges Birmingham as part of the Music Matters season.

The 15-strong Sing and Sign choir from Halesowen-based Halas Homes, a leading, independent provider of services for people with learning disabilities, will sing and sign a selection of their favourite songs from legendary Birmingham artists such as The Move, ELO, and Spencer Davis Group.

Alison Sayer, CEO of Halas Homes, said: “Arts create a safe environment where participants learn, develop and increase confidence and self esteem. The choir is a key aspect of our work because it provides a fantastic opportunity for people with learning disabilities to communicate through signing. We’re very much looking forward to performing in Selfridges.”

The choir, which was launched three years ago and includes residents and as well as people from the local community, has worked and performed with other local professional choirs and has performed at several venues in the West Midlands, including Symphony Hall and Birmingham Town Hall.

Halas Homes has been recognised for its creative work, having won the 3rd Sector Creative Arts Award in 2014 and in the same year it also received a Downing Street Community Champion Award to recognise its work with the local community.

Sam Watts added: “What better way to demonstrate that music – and Selfridges – is for everyone than welcoming Halas Homes’ sing and sign choir to the store as part of our Music Matters at Selfridges programme? I’ve no doubt those performances will be one of the most powerfully emotional and memorable of our whole programme.”

The choir will be located in the Food Hall and will stage two 30-minute performances: 12.30-1pm and 2-2.30pm.

The Music Matters campaign sees Selfridges Birmingham opening its doors to unsigned musicians, DJs, solo artists, bands and an orchestra throughout the summer and will coincide with its annual Live+Loud festival, which will run from 22nd September until 1st October.

Live+Loud will comprise ten days of transformational music happenings in-store, including a live music stage with local DJs and unsigned artists, children’s raves and a beauty event on 28th September.

For further information visit www.selfridges.com