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# No-Noise at Selfridges
- URL: https://www.protein.xyz/no-noise-at-selfridges/
- Published: 2013-01-08T21:33:10.000Z
- Updated: 2025-05-28T11:01:52.000Z
- Description: Looking for a little rest and relaxation? Visit one of the busiest, most popular department stores in London.
- Author: Protein
- Tags: Seeds, Fashion, Food & Drink, #protein, #Import 2024-06-11 13:15, #author-change-2025-05-28

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3599/0b19df6e-a83d-4b68-99a2-ff1f5a79cc53.jpg)

London-based [Selfridges](http://www.selfridges.com/?ref=protein.xyz) is reinterpreting the phrase 'retail therapy'. The ["Best Department Store in the World"](http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/7825262/Selfridges-named-worlds-best-department-store.html?ref=protein.xyz) kicked off the New Year with a multifaceted [No-Noise](http://nonoise.selfridges.com/?ref=protein.xyz) campaign, rolling out now through the end of February, online and at their multiple retail locations.

The initiative includes the Quiet Shop, where a selection of companies have agreed to produce a run of their best-selling product sans branding (Heinz, Beats By Dre, Creme de la Mer, Marmite, Levi's and more). The Quiet Shop also includes a collection of minimalist clothing and accessories from Jil Sander, Uniform Wares and others.

But No-Noise isn't just about commerce. On January 11th the main brick and mortar store will debut a Silence Room where shoppers can "retire from the whirl of bargains and the build up of energy", an update to a space created by Harry Gordon Selfridge for the original shop, which opened in 1909\. They've also partnered with modern meditation gurus [Headspace](http://www.getsomeheadspace.com/?ref=protein.xyz) to install relaxation pods throughout the stores, each one with a different guided meditation.

Lastly, Selfridges is hosting Idle Sundays talks, presented by the [Idler Academy](http://www.idler.co.uk/academy/?ref=protein.xyz), as well as a performance of 4'33" by the John Cage Orchestra.

Kudos to Selfridges for promoting Digital Downtime, and really investing in it. Brands and retailers take not, a little personality goes a long way.

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3599/1e9953c1-43f3-43d3-b080-7a3b939528c8.jpg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3599/e9027ca8-ca81-4ba4-a98b-216867993aac.png)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3599/eb893915-fd06-4065-bf7e-113508072194.png)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3599/9e9f6b7b-dc6f-4023-819b-6822758b8480.png)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3599/daa82693-1d22-4f39-9962-870c88f46ef7.png)