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Selfridges Goes Logo-Free for No-Noise Quiet Shopping New Year's Revolution

Posted by Shirley Brady on January 4, 2013 12:12 PM

Selfridges has revealed its first batch of unbranded products as part of its month-long "No Noise" quiet shopping promotion.

Ahead of Monday's official launch of the event, the British retailer's Oxford Street flagship in London has unveiled its first collection of de-logofied products in partnership with brands in its food hall a trio of bare labels created by Heinz for its iconic ketchup bottle, baked beans tin and Marmite jar. (Warning: It's a "very limited" collection by Heinz, tweeted Selfridges food and restaurants manager David Jarvis.)

Selfridges grocery section of its food hall is now offering on-the-spot juicing by Juice Club UK, healthy snacks (and a food prescription consultation) from WinNaturally and other "food for thought" as part of the promotion inspired by the store's namesake founder — whose story is coming to British TV on Sunday night, with Jeremy Piven starring as "Mr. Selfridge" in ITV's new period drama series.

Other "No Noise" elements shoppers can check out include free meditation sessions and motion sensor window displays from Headspace, cellphone- and shoe-free shopping, art and (quiet) music performances and other moves to turn down the visual and auditory volume as a minimalist kick-off to the new year.

Update: here's a sneak peek at the No Noise window displays (as shared on Twitter by Selfridges window display designer James Barnett and on the brand's Instagram feed) at the store's Oxford Street flagship location, along with a couple of videos explaining how it works, ahead of Monday's formal launch of the promotion:

The Instagram photo reveals a display of logo-free, unbranded t-shirts by designers Paul Smith, Alexander McQueen, Lanvin, Dries van Noten, and Raf Simons:

The description for the videos below: "In an initiative that goes beyond retail, No Noise invites you to celebrate the power of quiet, see the beauty in function and find calm among the crowds."


Fitz Gerald United States says:

Andy Warhol would have got a kick out of this!

January 7, 2013 12:53 AM #

Nancy B United States says:

We've been so inundated with branding messages and logos that I bet shoppers' brains will "fill in the blanks" for them.  I see the "blank" ketchup bottle (with the tomato strategically left on the "blank" label) and I immediately think "Heinz".  Nice, too, how they left the "57 Varieties" on the can of beans.

Sorry, I think this is a load of bunk.  I'm with "Fitz Gerald" - Andy Warhol would have loved this "No Noise" campaign, as it's (in my opinion) "noisier" than just leaving the labels and logos as is.  

January 7, 2013 10:14 AM #

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