In a world where we are bombarded with thousands of images and slogans every single day, it becomes more important than ever to take a step back, take stock and dull yourself to the noise around.
Taking a leaf from this book, department store giant Selfridges has launched a ‘No Noise’ initiative – aimed at removing the constant distractions of the modern world and in its place, “inviting you to celebrate the power of quiet, see the beauty in function and find calm among the crowds.”
As part of the initiative, Selfridges, voted the best department store in the world, has commissioned some of the world’s leading brands to reproduce their most coveted products – without the branding – as well as Selfridges’ own famous yellow bags.
Still featuring the signature straight-leg, five pocket design and contrast stitching, these Levi’s 501s see the label’s iconic red tab logo and back leather badge de-branded as part of the initiative, showcasing modern minimalism at its best.
Priced at £115.
Dr. Dre’s coveted studio headphones are given a sleek rework for the No Noise campaign, with the iconic ‘b’ logo reproduced in etched steel rather than the traditional contrast coloured logo.
Featuring a minimalist all-white design accented by a bold red headphone cable, the Beats by Dr. Dre Studio high definition powered isolation headphones are the weapon of choice for artists and producers who spend countless hours fine-tuning and mixing music to get it exactly how they want their fans to hear it.
Priced at £280.
Love it or hate it, you have to appreciate the sheer coolness of this de-branded Marmite jar. Celebrating the power of quiet in a world overloaded with information and stimulation, this iconic jar sees the famous Marmite logo removed, leaving the label bare.
Selfridges’ ‘No Noise’ initiative also sees a store wide change with ‘Headspace Pods’ popping up around store (offering 10-minute meditation sessions) as well as a special ‘Silence Room’ – a unique space for the customer to take a step out of the hustle and bustle of the store’s busy nature and take a little “r-and-r”.
“When we first opened our doors in 1909, Harry Gordon Selfridge created a Silence Room where busy shoppers could retire from the whirl of bargains and the build up of energy. We think we need it now more than ever, so have brought it back as part of our No Noise initiative.
Designed by architect Alex Cochrane, this reincarnation of the ‘Silence Room’ has an insulated inner-sanctum, shielded from the noise and human traffic of the store. Use the space to relax, unwind and de-stress. All we ask is that you leave your shoes, phones and 21st century distractions in the lockers provided.”
Selfridges’ No Noise initiative runs until the end of the month. De-branded products and the special ‘Quiet room edit’ are available in store and online at Selfridges.com.