Shhh! Selfridges Shushes Their Shopping Area

Posted Monday December 24, 2012 8:43 AM GMT

With the hustle and bustle of holiday shopping, Selfridges is looking to calm things down with a brand new concept to launch in January.

The London retail giant will set aside some square footage for a No Noise campaign, a silent shopping area taken from founder Harry Gordon Selfridge.

In order to enter the area, consumers will remove their shoes and leave mobile phones at the door in an effort to create a relaxing experience.

Creative director Alannah Weston told WWD, “[The No Noise room] invites customers to find a moment of peace in a world where we are bombarded by a cacophony of information and stimulation."

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