COKE LOVE

Ingrid Hulskamp - Toys For Contemplation @ No Noise Selfridges

#NoNoise

If you have a Christmas/January sales hangover, Selfridges have created a meaningful store-wide concept to make shopping a more meditative experience. Meditation pods- which I am a wee bit skeptical about, a silence room and brands removing their logo, were dreamt up by Mr.Selfridge himself many years ago. Of course, Selfridges is on Bond Street, and homes the one of the most viewed windows in the world. That window is now completely, purposefully empty, quite a bold move for Selfridges to make.

The main shop in the concept store on the ground floor, is a stark space accomodating cleanly designed garments and accessories selected from the store itself - but have all been re-labeled with NO-NOISE, a simple clean white label.

The quiet space holds a number of iconic brands which have removed their logo - but are still easily identifiable. I am greeted with a tin of beans, some marmite and tomato ketchup. Clinique, and Creme de la Mere have also removed their logo, but unfortunately not it’s £190 price tag.

Young dutch designer Ingrid Hulskamp’s Toys for contemplation are also on show. Housed in a beautiful display cabinet, the luxurious toys for adults create a visual and sonic experience once you begin playing with them. The colour from my photograph really does not do them justice - the toys are hand blown, filled with coloured pigments and finished with gold, rose gold and wood. The toys range from £250 - £380

No noise is on from now until the end of February with the Silence room opening on the 11th January.

Tagged: selfridges nonoise No-Noise exhibition design branding toys meditation london art heinz marmite creme de la mere cokelove ingrid hulskamp