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Selfridges to Launch Silent Shopping Space

No Noise, a retail experience based on Harry Gordon Selfridge's original Silence Room, will invite shoppers to enter a tranquil space.

HEAR NO EVIL: Early next year, Selfridges plans to relaunch a concept pioneered by its founder Harry Gordon Selfridge in 1909. No Noise, a retail experience based on his original Silence Room, will invite shoppers to enter a tranquil space. Opening Jan. 11, the multilayered initiative will take place in the store’s Ultralounge. Visitors will be asked to leave shoes, cell phones and other modern distractions at the door. The store has partnered with maverick meditation experts Headspace, who will provide in-store meditation sessions, Headspace pods to deliver “mindful messages and meditation practices,” as well as online content that will appear on selfridges.com.

Alannah Weston, the store’s creative director, said the room “invites customers to find a moment of peace in a world where we are bombarded by a cacophony of information and stimulation.” There will also be a curated Quiet Shop, offering a selected range of “de-branded” products to encourage considered purchasing.

A special edit of handpicked pieces from the spring ready-to-wear collections of brands including Acne, Maison Martin Margiela, Yohji Yamamoto, Jil Sander and Ann Demeulemeester will sit alongside the de-branded products.