Selfridges: No Noise Created a Media Stir with a Thought-Provoking Concept
GSC was asked to find a cutting-edge initiative that would continue to position Selfridges as the world’s leading department store and change-maker. This was a brand campaign with brand generosity at its core, brining attention to the noise that branding creates.
GSC developed and executed project No Noise, an initiative to encourage the consumer to pause and take a moment to appreciate the beauty of silence, promoting a balanced lifestyle in a fast-paced world.
Activity included:
- In-store experiences including a silence room designed by architect Alex Cochrane, mass meditation, noise cancelling headphones and a silent dinner.
- Re-enforced positioning by targeting national and international print and broadcast; fashion, lifestyle, architecture and design.
- Creative collaborations and partnerships through a series of memorable curated fashion, arts, culinary, and immersive opportunities
- Collaboration with Headspace creating an interactive window display promoting mindfulness, and an animation to promote all instore happenings.
GSC gained a reach of over 290 million during the project duration, achieving PR coverage across the globe, including the valuable Asian market
GSC created campaign collaborations for Selfridges with The Hayworth gallery, Headspace and many others.
The concept was featured in the Harvard Business Review (2013) as a case study and in a BBC article, where it was described as an ‘unexpected element of calm’.
For more information, please see here.
