by Low Lai Chow in New Design on Tuesday 5 February 2013

Branded products, stripped of their precious brand identities? Done to death by artists. Which is why department store Selfridges‘ No Noise retail initiative (first thought up by Harry Gordon Selfridge in 1909 to celebrate the power of silence) is unexpectedly cool. Granted, the selection’s a little parched with less than ten debranded products, but the fact that Selfridges have convinced the brands to willingly omit their logos from their products — and offer them commercially for sale like any other product — still makes it pretty marvelous.