It’s All so Quiet. Shhh. Shhh.


Selfridges are helping the people of London town recover from the frenzied holiday period by launching the “No Noise” shopping experience. The idea behind the initiative, which will be running through the end of February, is simple—to give shoppers an opportunity to choose the products in the comfortable stress-free environment, free of unwanted talk, messages, advertising and as well as simple noises (for maximum effect, shoppers are asked to leave their shoes, phones and other hi-tech things that create noise )

As we become increasingly bombarded with information and stimulation, the world is becoming a noisier place. In an initiative that goes beyond retail, we invite you to celebrate the power of quiet, see the beauty in function and find calm among the crowds,” says the company on the page of the initiative.

Selfridges offers several ways to experience quiet shopping. As part of the initiative inspired by minimalism, the retailer asked some globally recognized brands, including Beats by Dre, Heinz, Marmite and Crème de la Mer, to provide limited series of their products without any logos, so-called “de-branded” edition. Some brands have also created “The Quiet Edit” clothing and apparel items. To celebrate simple things, Selfridges is also launching the Food for Thought “uncomplicated, organic and raw ingredients” and is hosting nutrition clinics and sampling organic and bio-dynamic wines.

At Selfridges, they have re-opened the Silence Room (originally created in 1909, Harry Gordon Selfridge who’s story is currently being serialised on itv), which was redesigned by architect Alex Cochrane. The special space is “an insulated inner-sanctum, shielded from the noise and human traffic of the store.” In case shoppers need to calm their busy heads, they can find Headspace Pods, which will provide them with different mediations.

The whole things is also packaged beautifully with stunning animation and art direction on the website, promo video and in store.

Take a breathe, take off your shoes, turn your phone off and shop in perfect peace.