January 11th, 2013 Add comment
No Noise... by Selfridges & Co
Reaffirming its commitment to creating shopping experiences that go beyond retail, Selfridges – the Best Department Store in the World* – launches No Noise, a campaign urging customers to seek out moments of peace and tranquillity in a world that bombards us with information and stimulation. The campaign also captures the western world’s focus on detoxing, decluttering, bettering oneself and finding greater well-being so commonplace at the start of a new year.
The campaign was launched officially this morning via the unveiling of the store’s legendary Silence Room, re-opened today for the first time in over 90 years and a 500-strong mass meditation led by former monk Andy Puddicombe, founder of Headspace and staged in the middle of its historic ground floor beauty hall.
No Noise, which runs until the end of February, centres around the re-launch of Selfridges’ Silence Room, first created by the store’s visionary founder, Harry Gordon Selfridge when he opened his store in 1909*.
The new Silence Room presents a fresh take on the original model but with the same purpose: providing an oasis of quiet for those eager to take a moment to pause and switch off. Designed by architect Alex Cochrane, this very quiet space facilitates a mental detox and visitors are asked to leave shoes, mobile phones and 21st century distractions at the door.
Another key feature of No Noise at Selfridges is an exclusive partnership with Headspace, the mavericks whose approach to meditating and applying the discipline to everyday life is revolutionary. Headspace pods, installed in all Selfridges stores, deliver their mindful messages and meditation practice. Exclusive interactive Headspace content is also be available on Selfridges.com to allow customers to engage with meditation anywhere, at any time of day or night, at the touch of a button.
A curated ‘Quiet Shop’ offers customers a carefully selected range of products that encourage ‘considered purchasing’, from a capsule collection of unique symbolically de-branded items to everyday stationery and wardrobe staples promoting a purer approach to design. They all celebrate the beauty of a minimalist aesthetic and focus on a product’s quality and function rather than its packaging or advertised image.
Selfridges leads the way with the No Noise’s de-branding initiative by removing the Selfridges logo from its iconic yellow bags. Other products following in Selfridges’ footsteps include Beats by Dre, Crème de La Mer, Levi’s and Marmite. The brands who have removed logos are confident both that the product alone is enough and also that their logos are so beautifully designed that the customer will recognise them without the need for a brand name.
Alongside the exclusive de-branded collection, the special edit of fashionable staples are hand-picked from the Spring-Summer 2013 ready-to-wear by brands including Acne, Cos, Maison Martin Margiela, Sportmax, Yohji Yamamoto, Jil Sander, Ann Demeulemeester, Mugler and Diesel.
Acne have created exclusive pieces for No Noise, removing MUSIC and COLLAGE slogans from SS13 runway t-shirts. Tom Binns presents an exclusive capsule collection of simple jewellery styles in silver and gold. Collaborative fashion label Each x Other debuts its unisex wardrobe with limited edition pieces created in partnership Alizé Meurisse, Robert Montgomery and Thomas Lélu.
Other No Noise initiatives include a special collaboration with Scottish conceptual artist Katie Paterson who created four special windows for Selfridges ahead of taking part in the Hayward Gallery’s first major show of the year, Light Show. There is a further link with the Hayward Gallery courtesy of Nadine Monem, the gallery’s Art Publisher, who curated a book shelf featuring tomes reflective of No Noise’s aesthetic, ethics and sensibility.
To nurture the body as well as the soul, No Noise also takes a closer look at how better food can foster better mental well-being with Food For Thought at Selfridges. The Food Halls in the Oxford St and Trafford stores showcase initiatives to promote clean, simple, honest food from the best suppliers, most of them British – from the Juice Club operated by a new outfit led by world-class mixologist Dan Thompson, to a nutrition clinic headed up by Julie Neville, nutritionist and wife of footballer Phil Neville who will be bringing her Win Naturally bespoke approach to healthy eating to Selfridges.