Selfridges No Noise is a Minimalist Zen Sanctuary
Iconic department store Selfridges has created a new campaign all about de-branding and minimalism. A weird step for the store that is often described as like shopping in a night club and who’s vivid yellow is instantly recognisable. No Noise at Selfridges will run until the end of February and see minimalist design, silence and escape from the crazy chaos we live in.
No Noise at Selfridges urges customers to proactively seek out moments of peace and tranquillity in a world that bombards us with information and stimulation. It centers around the re-launch of its legendary Silence Room, first created by the store’s visionary founder, Harry Gordon Selfridge in 1909. Selfridge himself is the subject of a TV show which started last week. 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 will be created to encourage a mental detox and visitors will be asked to leave shoes, mobile phones and 21st century distractions at the door. Oh no! How will we modern shoppers cope!?
Selfridges have also partnered 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. Digital Headspace content will also be available on Selfridges.com with advice on meditation anywhere, at any time of day or night, at the touch of a button.
The curated ‘Quiet Shop’ will sell minimalist designs and a selected range of products, 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 won’t leave the de-branding to others. They will 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 (oh how will people know how much money you’ve spent on headphones though!?), 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.
Minimalist fashion has been 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.
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.
Is the No Noise at Selfridges season zen enough?
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