Selfridges has unveiled a range of ‘de-branded’ products – including Heinz Baked Beans and Marmite – to celebrate ‘the power of quiet’ in its Quiet Shop; with a silent room set to be open on Friday.
The company said in a statement: “As we become increasingly bombarded with information and stimulation, the world is becoming a noisier place. In an initiative that goes beyond retail, we invite you to celebrate the power of quiet, see the beauty in function and find calm among the crowds.”
The de-branded products are available online as well as in store.
Selfridges continued: “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 are bringing 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.”