Selfridges has opened the world’s first department store cinema in its iconic Oxford Street store, which will screen classic and contemporary films.

Selfridges has teamed up with the independent cinema group Everyman to install the 60-seat 3,500 sq ft auditorium, located on the store’s lower-ground floor.

The cinema, which will be at Selfridges until spring 2015, will initially screen films selected by designers from the store’s Masters campaign, which showcases the work of 12 influential designers such as Paul Smith, Marc Jacobs and Oscar de la Renta.

The Masters film selection is made up of the designers’ favourtie films, including Withnail and I chosen by Paul Smith, Ken Russell’s The Devils chosen by Rick Owens and Sofia Coppola’s The Virgin Suicides selected by Marc Jacobs.

It will also screen several new releases including Magic in the Moonlight, the new Woody Allen film starring Colin Firth and Emma Stone and set in the 1920s on the French Riviera. This will be released at Selfridges a day earlier than its official release on September 19.