Selfridges acknowledges that the world is becoming a noisier place. With a nod toward taking some of the hustle and bustle out of the shopping experience, the London department store recently unveiled its “No Noise” campaign, providing customers with a quiet area where they have to take off their shoes and hand over their cell phones before entering.
According to its website, Selfridges’ goal is to “pay homage to minimalist design with a carefully curated edit of fashion, accessories and beauty products.” As part of the program, the department store’s buyers convinced some of the world's most recognizable brands to take the symbolic step of removing their logos, creating a collection of de-branded products including Beats by Dre, Levi’s, Marmite and Crème de la Mer.
The space includes meditation sessions and Headspace pods intended to deliver an extra helping of peace and quiet, The Daily Mail reported. Headspace pods are located throughout the store; each one offers a different guided meditation to help calm busy heads.
The “No Noise” program springs from an idea first dreamed up by the store’s founder Henry Gordon Selfridge in 1909. The quiet zones debuted January 7 and will remain in place through February. While it doesn’t seem to mesh with U.S. shoppers’ desire for speed and convenience, there’s something to be said for quiet reflection.