Selfridges “No Noise Inititiative”


No Noise Selfridges


 From 7 January to end of February, Selfridges introduces the new store-wide concept, No Noise. In an initiative that goes beyond retail, the project invites you to celebrate the power of quiet, see the beauty in function and find calm among the crowds.


In the Ultralounge on LG

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.


In the Concept Store on G

Join us as we pay homage to the heroes of minimalism with a carefully curated edit from the spring/summer 2013 catwalks. Plus, some of the world’s most recognisable brands have taken the admirable step of removing their logos in our collection of de-branded products – including Beats by Dre, Levi’s, Marmite and Crème de la Mer – each creating exclusive collector’s items of the future.


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