Brief 6 Design context/ Brief 1 Brand Culture/Authenticity - Meaning

This article describes what Selfridges did with famous brands earlier this year.  They attempted to remove the 'noise' by removing barnd names from the products however what is quite obvious is they have completely ignored the fact that a brand can be identified by more than a name or logo ie colour, packaging or label for example.

Selfridges No Logo

The Selfridges Campaign was called No Noise. "in an intiative that goes beyond retail. No noise invites you to celebrate the power of quiet, see the beauty in function and find calm among the crowds"

 What they have attempted to do with this campaign is create an experience for people.They are hooking into professional people who lead busy lives who may want to step off for a while.