Selfridges has opened what it claims to be the world's first in-store cinema which is scheduled to run until spring next year.
The cinema, in collaboration with the independent chain Everyman, will initially screen films selected by designers from the store's Masters campaign. The campaign showcases the work of 12 influential designers such as Paul Smith, Marc Jacobs and Oscar de la Renta.
Today the theatre will screen the Audrey Hepburn classic Breakfast At Tiffany's, as well as Breathless, The Grand Budapest Hotel and The Wolf Of Wall Street.
The cinema will also showcase several new releases the first being Magic in the Moonlight, the new Woody Allen film, which will be screened on September 18 ahead of its official release the next day.