Selfridges Bans Logos For ‘No Noise’ Campaign, London
London department store Selfridges has undertaken a somewhat unlikely New Year’s resolution by stripping back visible branding and de-cluttering its stores for the ‘No Noise’ concept, which kicked off on Monday.
The store has convinced a string of major brands – including US denim label Levi’s and Crème De La Mer luxury beauty products – to remove their logos in an attempt to give shoppers a break from an endless assault of visual ‘noise’. These will be on sale in a dedicated Quiet Shop, alongside minimalist fashion from the Spring/Summer 2013 catwalk collections.
A programme of tranquillity-inducing art, classical music and inspirational talks will simultaneously run in-store until the end of February 2013. From classes on how to relax by London booksellers The Idler Academy, to 10-minute mediation pods on the shop floor, almost every element of the store is getting the silent treatment.
In the food halls there are mini nutrition clinics, tastings of biodynamic wines, and the WAGfree pop-up bakery, selling wheat and gluten-free produce.
Selfridges has even recreated the Silence Room – a space first dreamed up in 1909 by the store’s founder Harry Gordon Selfridge – where visitors can relax in an insulated, minimalist inner-sanctum. Open to the public from today, customers will be asked to leave their mobile phones at the door along with their shoes.
Selfridges’ creative director Alannah Weston explained that the No Noise concept “invites customers to find a moment of peace in a world where we are bombarded by a cacophony of information and stimulation”.
This isn’t the first time Selfridges has pioneered a provocative storewide campaign; in summer 2011 it mounted Project Ocean, a business-wide venture to highlight overfishing.
For a wider look at Selfridge’s strategy and chameleon-like capacity for reinvention, see our interview with buying director Sebastian Manes, The Selfridges Effect. For more on how consumers' craving for anonymity and a detox from digital is manifesting itself in fashion design, see Stylus' Concepts for Spring 2014, Unseen and Retreat. For similar in the world of architecture and spatial design see The Quiet Space: In Search of Comfort and Tranquility.