Ikea is celebrating the 30th birthday of its iconic Billy bookcase range with the launch of a range of limited-edition graffiti-style bookcases, covered in Shakespeare quotes.

And to back the launch of the graffiti bookcases, brand experience agency Impetus and marketing and advertising specialist Creative Orchestra have put together Shakesperience, a series of comedy vignettes based on the Bard’s most popular plays, written by top TV comedy writer Paul Powell, and performed in Ikea stores across the UK.

The performances, including Shakesperience’s take on Hamlet and Romeo and Juliet, run for 15 minutes on the hour every hour between noon and 8.00 pm.

Ikea claims Billy is “the world’s most versatile bookcase,” and says that its furniture factory in Sandhem, Sweden produces 15 of them every minute.