Have you ever gone to a store and after 5 minutes escaped from it because of the noisy atmosphere? I am sure it has happened to you at least once. I remember the first time I visited the Abercrombie and Fitch flagship store in Paris. The music was so loud that my survival instinct pushed me immediately out of the store. In a world where we are constantly over stimulated by images and sounds, we all have felt at some point a feeling of saturation and overdose. Quiet… Silence!
In January 2013, Selfridges launched the No Noise initiative that includes a silent room, a tranquil lounge space inside which visitors are asked not to bring their shoes or mobile devices, and also a quiet shop with a very minimalistic atmosphere without branded signage and promotional material where shoppers can purchase de-branded luxury goods. Sometimes to touch shoppers’ hearts and wallets, brands and retailers do not have to shout and over stimulate shoppers. They sometimes just need to whisper.
Article and photos source: Selfridges
