Faye Toogood’s geometric collection of one-off pieces, originally made in brass, wood and stone, has been redesigned in solid ash. It’s also now being produced in batches, making the furnishings more accessible to consumers. The appropriately named Batch pieces – a chair, a stool, a trestle table and a set of side tables – can be seen at the Quiet Room, where they are integrated into the concept store’s retail display, as storage and shelving for merchandise from the likes of Jil Sander, Maison Martin Margiela, Beats by Dre and Levi’s.
On view until March 31, Toogood’s minimalist works blend in seamlessly with the department store’s ethos for the Quiet Room – a concept shop that offers de-branded housewares and fashions. For instance, there are no logos on the containers of Crème de la Mer facial products, nor on bottles of Heinz ketchup. It’s all in the spirit of delivering a contemplative shopping experience that dampens the noise of labels vying for one’s attention.
It’s also part of a larger project by Selfridges called No Noise, a campaign that shakes up the traditional shopping experience. The department store even commissioned Alex Cochrane Architects to devise the Silence Room, a dimly lit isolated space on the lower ground floor.
Inspired by founder Harry Gordon Selfridge, who had imagined such a room for his store, this space in meant for shoppers seeking respite from the bustling aisles. Felt-topped oak veneer benches hug the room’s perimeter, while felt-covered walls and floors provide acoustic insulation. Removing their shoes first, shoppers enter via a dark corridor, which sets the right tone for a break to decompress.