January 3, 2013

Selfridges’ ‘No Noise’ initiative promises harried shoppers a bit of ‘balance’

Posted by: in Europe

One of our 10 Trends for 2013 is the idea that we’re entering a Super Stress Era, with stressors multiplying in today’s crowded, chaotic world. As a result, we’ll see more initiatives that help reduce stress, and specifically block out noise (in line with the quest for Silence, one of our 100 Things to Watch in 2012). An interesting new example is “No Noise,” an initiative from Selfridges that launches Monday and runs through February. The U.K. department store invites consumers to “celebrate the power of quiet, see the beauty in function and find calm among the crowds.”

Drawing on an idea first conceived in 1909 by founder Harry Gordon Selfridge, the retailer will create a “Silence Room” in collaboration with meditation provider Headspace and bookstore The Idler, in a bid to help customers “find balance in this fast-paced world.” Guests will be invited to De-tech—one of our 10 Trends for 2011—by leaving their mobile phones at the door. They can zone out in relaxation pods or do some shopping: The store will offer an exclusive assortment of de-branded “quiet” products. An arts element includes a performance of John Cage’s famous semi-silent composition 4’33″. The Selfridges restaurants are also participating, offering “Food for Thought,” which includes a pop-up bakery serving gluten-free goods, fresh juices and mini nutrition clinics.

Image credit: Selfridges

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