Selfridges No Noise initiative a touch of genius or just a gimmick?
The idea of Selfridges’ No Noise initiative is both genius and a gimmick. I’m not sure which. For anyone who’s not familiar with the idea, Selfridges has developed a Silence Room based on Harry Gordon Selfridge’s 1909 original concept where shoppers could “retire from the whirl of bargains and the build up of energy”. Selfridges has organised a range of silent initiatives including a series of talks on related subjects presented by the Idler Academy and a performance of John Cage’s famous 4’33 seconds on 23rd January. But for me the real genius, or is it ‘emperor’s new clothes’ comes in the shape of the ‘Quiet Shop’. In addition to minimalist designer capsule collections, consumers can buy a range of famous brands that have had their identifying logos removed – referred to as ‘de-branded design’ by Selfridges.
Selfridges tells us that “some of the world’s most recognisable brands have taken the symbolic step of removing their logos in our collection of de-branded products including Beats by Dre, Levi’s, Marmite and Crème de la Mer – each creating exclusive collector’s items.”
While the tobacco industry is fighting tooth and nail to prevent plain packaging from coming into force, ironically here we have a handful of iconic brands who are embracing the concept as part of a very clever PR stunt. Quite clearly none of the participating brands have anything remotely in common with tobacco and the complexity that surrounds the plain packaging issue. Nor do any of them have any recognition issues whether or not they carry their logo. We reckon there will be plenty of Selfridges shoppers willing to splash out on one off, no logo versions of their favourite Creme de la Mer product and others taking part in the initiative. We wonder what Naomi Klein makes of all of this. Regardless, you’ve got to admire Selfridges for their clever idea and the brands brave enough to take part.