A little known fact about Selfridges London, that is to say little know until now, when launched Harry Gordon Selfridge created a special "Silence Room"to gain respite from the excessive whirl of bargains, or in his words "retire from the whirl of bargains and the build up of energy". That little secret is well and truly out in the open now, as they are relaunching the Silence Room, with a new campaign, called "No Noise". On the surface it seems to be just a marketing ploy, as it comes alongside a collection of minimalist clothing from Jil Sander, however, the re-launch of the Silence Room is very real, designed by Alex Cochrane Architects, it has been recreated with an insulated inner sanctum, shielded completely from the noise of the store, upon attempting to enter, visitors are asked to leave their shoes and mobile phones at the doors, and just "enjoy a mental detox".
Alongside the minimalist clothing, howewares and cosmetics, and the Silence Room itself, comes a special "Quiet Shop", which will be selling a limited edition collection of items, named "de-branded", including some everyday classics with the main branding removed, alongside some quite high end products. Included in the de-branded range is Heinz, with baked beans and tomato ketchup, Clinique with dramatically different moisturiser, Beats Dr Dre headphones, Striiipes suede bag, Marmite with marmite spread, Levis classic 501 jeans, and Creme De la Mer with a 60ml pot.
Priced for the de-branded selection is inconsistent, the Creme De la Mer for example is priced at the same as the branded one, the Levis 501's however are almost double the normal cost of a standard pair at £115. For more information and to view the full range visit http://nonoise.selfridges.com.
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