Selfridges unveils no noise project
Selfridges is to drop the logos from the familiar yellow shopping bags and some of its high-profile brands in a post-Christmas campaign to help its customers gain “peace and tranquility”.
The department store’s No Noise project centres around the re-launch of its Silence Room, first created by founder Harry Gordon Selfridge in 1909, to allow customers to “take a moment to pause and switch off” and where they will be asked to leave shoes, phones and “21st century distractions” at the door.
The store will drop its name from its shopping bags until around the end of March, while brands removing their logos from products include Beats by Dr Dre, Creme de La Mer skincare, Levi’s jeans and Marmite.
There will also be a mass meditation event and pods in which customers can listen to messages to promote a “healthy mind” and a series of talks and workshops to induce inner calm, according to a spokesman.
Meanwhile, the store’s food halls will promote “simple, honest food”.
Selfridges creative director Alannah Weston said: “Selfridges No Noise is a project which invites customers to find a moment of peace in a world where we are bombarded by a cacophony of information and stimulation.
“We hope that people will enjoy the restorative qualities of quietness by visiting our Silence Room and by participating in a specially curated programme of quiet experiences.”
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