London-based Selfridges is reinterpreting the phrase 'retail therapy'. The "Best Department Store in the World" kicked off the New Year with a multifaceted No-Noise campaign, rolling out now through the end of February, online and at their multiple retail locations.

The initiative includes the Quiet Shop, where a selection of companies have agreed to produce a run of their best-selling product sans branding (Heinz, Beats By Dre, Creme de la Mer, Marmite, Levi's and more). The Quiet Shop also includes a collection of minimalist clothing and accessories from Jil Sander, Uniform Wares and others.

But No-Noise isn't just about commerce. On January 11th the main brick and mortar store will debut a Silence Room where shoppers can "retire from the whirl of bargains and the build up of energy", an update to a space created by Harry Gordon Selfridge for the original shop, which opened in 1909. They've also partnered with modern meditation gurus Headspace to install relaxation pods throughout the stores, each one with a different guided meditation.

Lastly, Selfridges is hosting Idle Sundays talks, presented by the Idler Academy, as well as a performance of 4'33" by the John Cage Orchestra.

Kudos to Selfridges for promoting Digital Downtime, and really investing in it. Brands and retailers take not, a little personality goes a long way.