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Selfridges launches No Noise campaign
Selfridges, the departmental store, has launched a campaign called “No Noise,” which is centred around the re-launch of Selfridges’ Silence Room, the first room created by the store’s founder Harry Gordon Selfridge in 1909.
No Noise campaign is aimed at urging customers to seek out moments of peace and tranquillity. The campaign also captures the western world’s focus on detoxing, decluttering, bettering oneself and finding greater well-being. The campaign runs until the end of February 2013.
Designed by architect Alex Cochrane, the new Silence Room is a fresh take on the original model and facilitates a mental detox where visitors are asked to leave shoes, mobile phones and other 21st century distractions at the door.
As part of the campaign, Selfridges has also partnered with Headspace whose pods have been installed in all Selfridges stores to deliver mindful messages and meditation practice. Exclusive interactive Headspace content is also available on Selfridges.com to allow customers to engage with meditation anywhere, at any time of day or night, at the touch of a button.
A curated ‘Quiet Shop’ is featured at all Selfridges stores which 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.
Selfridges also leads the way with the No Noise’s de-branding initiative by removing the Selfridges logo from its iconic yellow bags. Other products following Selfridges’ approach include Beats by Dre, Crème de La Mer, The Silence Room Levi’s and Marmite.
Other No Noise initiatives include a special collaboration with Scottish conceptual artist Katie Paterson who created four special windows for Selfridges ahead of the Hayward Gallery’s first major show of the year, Light Show.
To nurture the body as well as the soul, No Noise also takes 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 showcase initiatives to promote clean, simple food from the best suppliers, most of them British.
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