Selfridges Explores the Power of Quiet


There are things that are rarely associated with shopping. Serenity, for example. Peace and quiet. Freedom from the noisy presence of brands and branding.

Selfridges is looking to change all that with its No Noise campaign.

As the brand puts it, “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.”

Calm among the crowds, you say? Count us in. And Selfridges isn’t just paying lip service to the power of quiet. It’s going all in.

First up is the concept of the Quiet Shop, where one can now find the Quiet Edit. It’s a fashion line that focuses on minimal design, muted neutrals, and simple, soft shapes. Even the jewellery and cosmetics that are part of the line are clean and straightforward in design.

Then there’s the collection of De-Branded products. This one must have taken some doing, as Selfridges is selling versions of many extremely popular items without their logos. It’s a symbolic step, likely to appeal to collectors more than calm-seekers, but it makes a striking visual.

The biggest piece of of the puzzle is the Silence Room. It’s a callback to a century ago, when Mr. Selfridge himself apparently created a quiet room for shoppers to retreat from the hustle and bustle of the shopping world. Selfridges has brought it back, creating a calm oasis in the midst of its London location.

Then there’s the partnership with Headspace, a meditation program that’s tuned for the modern world. Shoppers can take breaks to partake in pre-recorded guided meditations, and they can continue at home with the Headspace app.

Finally, Selfridges is offering talks with calmness experts every Sunday through February.


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