Dec 06, 2018 | By Jane Boddy
Experience Lifestyle & Interiors on WGSN.
Department store Selfridges has just announced the arrival of its No Noise campaign in early January — a concept where the logos of celebrated brands are removed and sold in a silent shopping area and pop up, Quiet Shop.
In what feels like an unexpected move from a retailer of branded wares, founder Harry Gordon Selfridge actually dreamed-up the concept over a century ago, in a bid to promote the best in minimalist design.
Coming after the onslaught of Christmas and New Year advertisements, the concept is the department store’s attempt to encourage customers to rediscover the beauty in function and design and seek quietude in this noisy age of information and digital distractions.
“Some of the world’s most recognizable brands have taken the admirable step of removing their logos in our exclusive collection of de-branded products, available in the Quiet Shop,” explains Selfridges on their website, hoping to encourage mindful purchasing in the new year.
In addition, a “Silence Room” will enable shoppers and visitors to shut out the cacophony of media noise and take respite, by asking them to leave their shoes and digital distractions at the door.
The No Noise campaign aligns with consumer’s desires to live more simply and sustainably in the face of social and economic upheaval. This idea forms our Megatrend for F/W 14, Quietude.
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