Selfridges gets Quiet with the No Noise Initiative


What is No Noise?

As we become increasingly bombarded with information and stimulation, the world is becoming a noisier place. In an initiative that goes beyond retail, we invite you to celebrate the power of quiet, see the beauty in function and find calm among the crowds.


When they first opened their doors in 1909, Harry Gordon Selfridge created a Silence Room where busy shoppers could “retire from the whirl of bargains and the build up of energy”. They think we need it now more than ever, so they are bringing it back as part of their No Noise initiative.

Designed by Alex Cochrane Architects, this reincarnation of the Silence Room has an insulated inner-sanctum, shielded from the noise and human traffic of the store.


They’ve also partnered with modern meditation gurus Headspace to install relaxation pods throughout the stores, each one with a different guided meditation.
More information at

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