The retailer says it has tried to work with brands which are recognisable even with the logos removed for the initiative, and companies from Marmite and Heinz to Levi’s and Crème de la Mer have all created special debranded products to go in-store.
Selfridges has also removed its branding from its easily recognisable yellow bags.
Selfridges is also reintroducing its Silence Room, a quiet, contemplative space similar to the one first launched in 1909 by store founder Harry Gordon Selfridge.
Shoppers will be asked to leave their shoes and mobile phones behind before they enter the space, which has been designed by architect Alex Cochrane.
Selfridges says the space, in the Ultralounge, will provide ‘an oasis of quiet for those eager to take a moment and switch off’.
Other initiatives for No Noise will include a meditation ‘pod’ from Headspace and performances of John Cage’s silent work 4’33”.
The No Noise initiative runs from 11 January until the end of February at Seldfridges, 400 Oxford Street, London W1A