Selfridges No Noise

When Selfridges first opened in 1909, a Silence Room was created to allow shoppers to "retire from the whirl of bargains and the build up of energy." The Silence Room is now re-introduced as part of Selfridges' new No Noise Initiative. Along with it are two collections: The Quiet Edit - dedicated to minimalist design, and De-branded Design - a collection of products from recognizable brands (Creme de la Mer, Beats by Dre, Clinique, Heinz, etc) with no logos.

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As we become increasingly bombarded with information and stimulation, the world is becoming a noisier place. In an initiative that goes beyond retail, we invite you to celebrate the power of quiet, see the beauty in function and find calm among the crowds.
— Selfridges No Noise