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/
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