Not without a dose of irony, Selfridges, one of the world’s largest and busiest chain of department stores, has launched ‘No Noise’, a campaign that urges customers “to seek out moments of peace and tranquillity in a world that bombards us with information and stimulation” while capturing “the western world’s focus on detoxing, decluttering, bettering oneself and finding greater well-being so commonplace at the start of a new year”.
Launched officially on 10 January 2013 with a 500-strong mass meditation session led by former monk Andy Puddicombe in the London store’s ground-floor beauty hall, ‘No Noise’ runs until the end of February 2013. The campaign also marked the reopening of the store’s Silence Room (redesigned by architect Alex Cochrane) since it was closed 90 years ago, and a return to the space’s original purpose from 1909 to provide a quiet area for those wanting to take a break from shopping.
In addition, pods that deliver mindful messages and meditation practice have been installed in all Selfridges stores throughout the UK in partnership with company Headspace, a ‘Quiet Shop’ offers customers products that encourage ‘considered purchasing’ from a collection of de-branded items, logos were removed from carrier bags and from products supplied by a number of brands, and a special collaboration was established with Scottish conceptual artist Katie Paterson who created four windows for Selfridges ahead of taking part in the Hayward Gallery’s ‘Light Show’.
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Photographs courtesy of Selfridges