Up to the end of February, the British department store, Selfridges, is celebrating minimalism, refined lines and silence with its No Noise event. Developed around several thematic areas, this project lets customers detach themselves from their usual commercial routes and relax, as indicates Alannah Weston, Creative Director at Selfridges, in a statement.
"No Noise is a project which invites customers to find a moment of peace in a world where we are bombarded by a cacophony of information and stimulation."
The store has designed Quiet Shop, a sales area with refined lines and minimalist design, where marketing is more discrete. Some major iconic brands have accepted to remove their names and most of the indications on their products. Only the name appears on sober labels placed in front of the articles. However, the brands "remain convinced that their products are sufficient" to win customers' confidence, and that their logos are already sufficiently imprinted on our minds that they are still recognisable. Amongst them we find Heinz, Levi's, Clinique, Beats by Dre and Crème de la mer.
In parallel, Selfridges has also created a meditation and relaxation area with the Silent Room. Similarly, concerts and artistic exhibitions are included in the No Noise programming.
* Photos from the Selfridges site : http://www.selfridges.com/
News in the same category
The Lidl company has recently submitted an application to the South Gloucestershire Council. It’s seeking permission to open yet another store on Longwell Green in Bristol.
Selfridges in London will soon be opening its very own cinema. Their flagship store on Oxford Street will host the cinema, which will give shoppers the chance to catch up on the latest releases whilst also picking up the items that they need.
Greenwich, London is now home to its very own Ikea store. This very new store is the first of its kind, with the brand moving away from their typical retail park on the outskirts of town location to a spot in the hustle and bustle of the city.
Bionic Yarn is tackling ocean pollution by creating textile fibres from plastic waste collected at sea. For its first collection, it has worked with G-Star Raw and now counts Pharell Williams in its team.