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silenceroom_01London’s famous department store Selfridges has opened a sanctuary for shoppers seeking a bit of peace and quiet from the hectic world outside. They’ve called it The Silence Room.

As explained on their website, back in 1909 Selfridges founder, Harry Gordon Selfridge – who is currently being portrayed brilliantly by Jeremy Piven in itv series Mr Selfridge – created a Silence Room where busy shoppers could “retire from the whirl of bargains and the build-up of energy”.

Upon entering The Silence Room shoppers will be asked to leave shoes and mobile phones at the door to create an environment that’s as relaxing as possible.

Designed by Alex Cochrane Architects, the tranquil space can now be found in the store’s Ultralounge. It is part of the No Noise initiative which has seen several famous brands, such as Marmite, Heinz Baked Beanz and Levi’s jeans, get de-branded in a celebration of ‘the power of quiet, to see the beauty in function and to find calm among the crowds.’