A Brandless Shopping Experience

"As we become increasingly bombarded with information and stimulation, the world is becoming a noisier place." (Selfridges & Co)From a shopping point of view, I'm sure that many can identify with this. We are constantly being targeted by  different advertising offers, discounts and bargains. The shopping experience on its own can sometimes be a noisy, stressful nightmare.When Selfridges first opened 104 years ago, Harry Gordon Selfridge launched the Silence Room where busy shoppers could easily "retire from the whirl of bargains and the build up of energy". Selfridges have now brought this back as part of their No Noise initiative.

The new Silence Room has an insulated inner-sanctum, that is shielded from the noise and human traffic of the store. The initiative also includes The Quiet Shop, where interestingly, some of the world's most recognisable brands have taken the symbolic step of removing their logos - including Levi's, Marmite, Heinz and Clinique.

And if this is not enough, Selfridges have partnered with Headspace, the modern meditation experts so that through guided meditation they can deliver peace and quiet while shopping.

What do you think of this initiative? Even though it's an attempt to de-brand, there will undoubtedly be many consumers who will clamour to get hold of these special editions of favourite brand names before they are possibly discontinued!