In an attempt to propagate peace and quiet, Selfridges have created the No Noise retail initiative – a range of de-branded products, carefully edited to cancel out the effects of information overload.
Some of the world’s most recognised brands such as Beats by Dre, Levi’s, Marmite and Heinz have taken the symbolic step of removing their logos to create exclusive collector’s items. The retailer chose brands which would remain recognisable, even without their standard branding; reducing the ‘brand noise’ by displaying no logo. Selfridges, too, has removed the branding from its iconic yellow bags for the first time in history.
As part of No Noise there will be also be The Silence Room – a haven of serenity for customers within busy stores. This concept was first introduced by Selfridges’ founder Harry Gordon Selfridge, and is now being re-introduced for the first time. Customers can also take part in events including the world’s largest meditation and performances from silent orchestras.