Upscale London department store Selfridges is unveiling a store-wide initiative designed to "urge customers to seek out moments of peace and tranquility" in the typically busy retail environment. The initiative, entitled No Noise, will run from 11 January until late February. It will be kicked off with the re-opening of the "Silence Room," which was first created by store founder Harry Gordon Selfridge in 1909. The space is said to serve as an "oasis of quiet" for shoppers, who will be required to leave their shoes and mobile phones at the door before entering.
Meanwhile, there will also be meditation pods set up in the Beauty Hall, along with a curated "Quiet Shop" which will offer customers a range of products that have been de-branded to promote a purer approach to design.
Beauty brands involved in the de-branding initiative include Creme de la Mer, Clinique, Estee Lauder, YSL and Mac.