9 January 2013 - 2:43pm | posted by | 3 comments

Selfridges invites customers to celebrate ‘the power of quiet’ with de-branded products

Selfridges invites customers to celebrate ‘the power of quiet’ with de-branded productsSelfridges invites customers to celebrate ‘the power of quiet’ with de

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.”


9 Jan 2013 - 16:28

Love the idea of this...will someone fan you in the quiet room and serve tea?

9 Jan 2013 - 16:59

Nice idea, but all they've done is remove the logo. The brand communicates in many more ways than that. The bottles, the packaging, all the visual aspects of the product communicate the brand, so maybe not so clever after all as the products have not been debranded at all.

9 Jan 2013 - 17:45
steve_christie's picture

Just a gimmick. As John said, everything about these products screams their brand so even by taking the logo off, it's no less 'noisy' Why don't they take the products out their packaging and offer them in clear plastic containers or bags, thus reducing all the brand noise and allowing the customers to fully dis-engage with branding and just enjoy the products. Because they probably won't sell as many I would imagine.

The quiet room is a great idea though, I'd love to see some in shops but I think they would become overcrowded pretty quickly!


Please sign in or register to comment on this article.

Latest Projects from the Profile Hub

Rock of Ages on Tour


Reed Learning Personalisation with Sitecore

Reed Learning, a leading provider of training courses and ...

First-time cruisers? It soon becomes a long-term love-in…

Since July 2013, Cruise Nation and Rooster PR have been on...

Brand Campaign for 123RF

The Challenge Help 123RF stand out against big-name image...

The Co-operative Bank - Loans Tool

The digital strategy required a range of sticky tools and...