No Noise at Selfridges - From now to the end of February 2013

Reaffirming its commitment to creating shopping experiences that go beyond retail, Selfridges – the Best Department Store in the World – welcomes customers on a counter-intuitive retail journey: No Noise. From now to the end of February, No Noise at Selfridges urges customers to proactively seek out moments of peace and tranquillity in a world that bombards us with information and stimulation. A multi-layered initiative, No Noise centres around the re-launch of its legendary Silence Room, first created by the store’s visionary founder, Harry Gordon Selfridge in 1909.

The new Silence Room presents a fresh take on the original model but with the same purpose: providing an oasis of quiet for those eager to take a moment to pause and switch off. Designed by architect Alex Cochrane, this very quiet space has been created to encourage a mental detox and visitors are asked to leave shoes, mobile phones and 21st century distractions at the door.

Last week saw the launch of 'no noise', kicking off with a 500-strong mass meditation staged in the beauty hall of the london store.

‘No Noise’s aim is to embrace the January/February mood for detoxing, New Year's resolutions, bettering oneself and finding greater wellbeing.