The diversity, culture and talent of the unique city of Birmingham is to be celebrated in an exclusive ‘Live + Loud’ event being hosted by Selfridges this autumn.

Over four days from the beginning of October, Selfridges Birmingham will team up with the Institute of Contemporary Arts (ICA) in London - which will be opening a temporary outpost in the city for the first time ever - to introduce and celebrate some of the hottest music, art and design talent in the country.

The Live + Loud festival will be a never-before-seen event, which will be held both in-store and at an exclusive Digbeth venue between Thursday, 1st October and Sunday, 4th October.

Visitors to the iconic store and to the special ICA curated exhibition staged in the restored industrial space in Floodgate Street in Digbeth, will be treated to an array of fashion, art, music food and beauty activities. Every key festival activity will duly reference and celebrate Birmingham’s diverse culture and talent.

The inaugural project, which is being run in conjunction with London’s ICA, has been created to celebrate the city of Birmingham not just as a centre of creativity, but also as a source of inspiration across the country.

The whole event will feature commissioned works of art, photography and live music, which will draw upon Birmingham’s rich heritage. There will also be beauty and fashion pop-ups and specialist talks in store, which will resonate strongly with the city’s underground music and fashion scenes which will all be celebrated.

Adam Hockney, general manager of Selfridges Birmingham, said: “This is going to be one of the biggest events we will be hosting this year, and we are thrilled to be at the heart of such a great project and combining the talent, diversity and creativity the city can offer. Our partnership with the ICA is incredibly exciting and we are honoured to be working alongside some of  the country’s top up and coming talent.”

For more details, or to book free tickets visit www.selfridges.com.

PR by Clive Reeves Public Relations, Birmingham. 

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