No Noise at Selfridges

We review the 'No Noise' shop window campaign by Selfridges. Retail opinion posts from Dalziel & Pow. A leading retail design agency.

By David Dalziel
Posted 28. 01. 2013
OPINION selfridges no noise featureimage

In the manic chaos of the January sales, Selfridges launched a ‘No Noise’ campaign with some very cute initiatives.


A microsite within its website tells the story of a quiet space where people can escape from the excess of stimulation and information. The windows are pared down to present singular, minimal items with great clarity. A shop-in-shop presents products that are edited from the range, to create a pure and calming experience. Individual products are de-branded to present familiar packages that will become collectors’ items in the future. A basement space has been created as a sanctuary – a place of reflection and recovery – you even have to redeem your mobile phones and shoes before you are allowed to enter!

All of these very smart initiatives are presented on the back of ‘Mr Selfridge’, the new ITV period drama about the creator of Selfridges. Seemingly, it was Mr Selfridge’s concept to create this quiet refuge in the original plans for the store at its launch. Every episode is an inspiration for retailers, combining contemporary retail opinions and practices with a very romantic and entertaining storyline. Today’s traders can learn a lot from Mr Selfridge in 1909.

No Noise has continued in store beyond the January sales,and the concept looks like it might be relevant for some time. Slow shopping, like slow food and slow fashion, just might be the way forward.


Related Stories

arrow-down icon arrow-left icon arrow-right icon back icon button-box_2_blocks icon button-box_3_blocks-c icon button-box_3_blocks-d icon button-box_3_blocks-stacked icon button-box_3_blocks icon button-box_4_blocks icon button-box_5_blocks-alt icon button-box_5_blocks icon caret-down icon close icon d-p icon dot icon dots-column icon dots-nine-01 icon dots-trio icon facebook icon fast-forward icon forward icon hamburger-cross icon hamburger icon instagram icon letter icon link icon linkedin icon mail icon pattern-dots-white icon pattern-dots icon pattern-smile-white icon pattern-smile icon pattern-wave-white icon pattern-wave icon pattern-zig-white icon pattern-zig icon pause-button icon pink-waves icon play-button icon rewind icon search icon smile-column icon smile-trio icon squares icon twitter icon wave-column icon waves-citrine-line icon waves-citrine-square icon waves-rect icon waves icon youtube icon zig-line-pink icon zig-line icon zig-square icon