In June 2012, alongside producer James Bierman, he announced a fifteen-month season of work at the Noël Coward Theatre in London's West End aimed at reaching out to a new generation of theatre-goers through pricing and access with over 100,000 seats going on sale at £10. Between December 2012 and February 2014 they produced "Privates on Parade" with Simon Russell Beale; John Logan's new play "Peter and Alice" with Judi Dench and Ben Whishaw; Daniel Radcliffe in "The Cripple of Inishmaan" by Martin McDonagh; and two plays by Shakespeare, "A Midsummer Night's Dream" with Sheridan Smith and David Walliams, followed by "Henry V" with Jude Law. Grandage directed all five productions and the season was nominated for six Olivier Awards. In 2014 "The Cripple of Inishmaan" transferred to Broadway where it was nominated for six Tony Awards.