Reaffirming its commitment to creating shopping experiences that go beyond retail, SELFRIDGES – THE BEST DEPARTMENT STORE IN THE WORLD* – welcomes customers on a counter-intuitive retail journey: NO NOISE. From now to the end of February, NO NOISE AT SELFRIDGES urges customers to proactively seek out moments of peace and tranquility in a world that bombards them with information and stimulation.
NO NOISE AT SELFRIDGES’ initiatives, spaces and products promote calm and act as a catalyst for wellbeing throughout its eight-week run with:
THE SILENCE ROOM – the Ultralounge is transformed into a space for quiet contemplation
HEADSPACE – a mass meditation event and in-store initiatives designed to promote the benefits of maintaining a healthy mind
THE QUIET SHOP – de-branded products curated by Selfridges in the concept store
MINDFUL ART INSTALLATIONS from Chinese artists in the window (on Duke Street) and four exclusive windows by artist Katie Paterson (on Orchard Street)
THE IDLER ACADEMY – a series of talks and workshops to induce inner calm
JOHN CAGE, CHRIS WHEELER & THE HERITAGE ORCHESTRA giving representations of 4’33‘’, John Cage’s most famous piece of music for orchestra
THE HEADSPACE POD – travelling between the Manchester and Birmingham stores
A multi-layered initiative, NO NOISE centers around the re-launch of its legendary SILENCE ROOM, first created by the store’s visionary American founder, HARRY GORDON SELFRIDGE in 1909*. The new SILENCE ROOM represents a fresh take on the original model but with the same purpose: providing an oasis of quiet for those eager to take a moment to pause and switch off. Designed by architect ALEX COCHRANE, this very quiet space will be created to encourage a mental detox and visitors will be asked to leave shoes, mobile phones and 21st century distractions at the door.
Another key feature of NO NOISE AT SELFRIDGES is an exclusive partnership with HEADSPACE, the mavericks whose approach to meditating and applying the discipline to everyday life is revolutionary. Headspace pods in the Selfridges stores will deliver their mindful messages and meditation practice. Exclusive interactive Headspace content will be available on Selfridges.com to engage with customers anywhere, at any time of day or night
ANDY PUDDICOMBE, CO-FOUNDER of HEADSPACE, said: “Headspace is really excited to be partnering with Selfridges for No Noise. This is an opportunity for the general public to experience the benefits of meditation in a very direct and tangible way, in a truly unique environment. At the same time, it helps us here at Headspace to achieve our global mission of improving the health and happiness of the world, whilst having fun with something which is often seen as a bit too serious.”
A curated ‘QUIET SHOP’ offers customers a carefully selected range of products that encourage ‘considered purchasing’, from a capsule collection of unique symbolically de-branded items to everyday stationery and wardrobe staples promoting a purer approach to design. They all celebrate the beauty of a minimalist aesthetic and focus on a product’s quality and function rather than its packaging or advertised image. Selfridges leads the way with the NO NOISE’s de-branding initiative by removing the Selfridges logo from its iconic yellow bags. Other products following in Selfridges’ footsteps include BEATS BY DRE, CRÈME DE LA MER, LEVI’S and MARMITE. The brands who have removed logos are confident both that the product alone is enough and also that their logos are so beautifully designed that the customer will recognize them without the need for a brand name.
Alongside the exclusive de-branded collection, there’s a special limited edition of fashionable staples hand-picked from the Spring-Summer 2013 ready-to-wear by brands including ACNE, COS, MAISON MARTIN MARGIELA, SPORTMAX, YOHJI YAMAMOTO, JIL SANDER, ANN DEMEULEMEESTER, MUGLER and DIESEL.
ACNE have created exclusive pieces for No Noise, removing MUSIC and COLLAGE slogans from SS13 runway t-shirts. TOM BINNS presents an exclusive capsule collection of simple jewelery styles in silver and gold. Collaborative fashion label EACH X OTHER debuts its unisex wardrobe with limited edition pieces created in partnership with ALIZÉ MEURISSE, ROBERT MONTGOMERY and THOMAS LÉLU.
ALANNAH WESTON, SELFRIDGES CREATIVE DIRECTOR commented “Selfridges’ No Noise is a project which invites customers to find a moment of peace in a world where we are bombarded by a cacophony of information and stimulation. We hope that people will enjoy the restorative qualities of quietness by visiting our Silence Room and by participating in a specially curated programme of quiet experiences.”
Other No Noise initiatives include a special collaboration with Scottish conceptual artist KATIE PATERSON who has created four special windows for Selfridges ahead of taking part in the HAYWARD GALLERY’s first major show of the year, LIGHT SHOW. There is a further link with the Hayward Gallery courtesy of NADINE MONEM, the gallery’s Art Publisher, who will curate a book shelf featuring tomes reflective of No Noise’s aesthetic, ethics and sensibility.
To nurture the body as well as the soul, No Noise will also take a closer look at how better food can foster better mental well-being with FOOD FOR THOUGHT AT SELFRIDGES. The Food Halls in the Oxford St and Trafford stores will showcase initiatives to promote clean, simple, honest food from the best suppliers, most of them British – from the Juice Club operated by a new outfit led by world-class mixologist DAN THOMPSON, to a nutrition clinic headed up by JULIE NEVILLE, nutritionist and wife of footballer Phil Neville who will be bringing her Win Naturally bespoke approach to healthy eating to Selfridges.
For more information, please go to www.selfridges.com/nonoise
*In June 2010 SELFRIDGES was named BEST DEPARTMENT STORE IN THE WORLD by the IGDS (INTERCONTINENTAL GROUP OF DEPARTMENT STORES). The title, which Selfridges held until June 2012, is the industry’s highest accolade. Selfridges won the title again in June 2012, for an unprecedented two times consecutively. The title applies until June 2014. Selfridges has four stores in LONDON, BIRMINGHAM and MANCHESTER (Trafford Centre, Exchange Square) and an online store delivering within the UK. The London store was initially opened on 15 March 1909 by American HARRY GORDON SELFRIDGE, who is widely considered to have revolutionized the face of retail forever in Great-Britain and beyond.