selfridges

Selfridges are set to launch a silent shopping area early next year to take the stress out of the January sales shopping experience.

Customers entering the No Noise space in the store’s Ultralounge will be asked to leave their mobile phones, shoes and other ‘distracting’ objects at the door.

Meditation experts Headspace will be providing massages and techniques for shoppers hoping to zone out and find some inner peace and tranquility.

Alannah Weston, the store’s creative director, told WWD that the room is intended to invite “customers to find a moment of peace in a world where we are bombarded by a cacophony of information and stimulation.”

At the center of the space will be the ‘Quiet Shop’, with a curated range of products to encourage what the store calls “considered purchasing”.

Maison Martin Margiela, whose clothes famously feature no logo, only a subtly stitched motif, will be featured in a pared-down edit of “debranded” ready-to-wear clothing alongside items from Prada, ACNE and famous minimalist designers Yohji Yamamoto, Jil Sander and Ann Demeulemeester.