Retail Therapy: Selfridge's Launches Daring New Retail Concept

"Every situation in life is an opportunity to train the mind in awareness and compassion, focus and empathy, calm and clarity. Headspace allows us to be awake to the opportunity."

Are you curious yet?

Better question: Are you a Brand Bitch?

If you are tied to your LV and Gucci logos, this isn't for you.

When Selfridges started operating in 1909, its founder Harry Gordon Selfridge created a Silence Room where shoppers can escape from the noise of the bargains and other shoppers.  This year, the store decided to revive this and extend that message. In an age where we are constantly bombarded with text messages, cell phone calls, facebook pings, twitter tweets, and email tings, this revival is not just quirky, it is downright necessary.

Watch this:

And this:

The Silence Room is a little like the Sound Room London had in Trafalgar Square last summer when I was there, except that instead of being wrapped in an interesting soundtrack, Selfridge's insulated the room to exclude all sound.

The revised version was designed by the acclaimed Alex Cochrane Architects and is more in line with New Age Zen philosophies that is currently trendy worldwide.

Some of the products that were de-branded, and yes there is fashion too

The thing I do particularly like about the campaign is the 'de-branding' aspect of it all. Sure, the guys at the store think that some products don't really need 'branding' since the products are iconic on their own and are instantly recognizable. Estee Lauder's Clinique Dramatically Different Moisturizer, Heinz ketchup, Beats Headphones, all have top of mind design that truly don't need any introduction. Indeed, the cheaper products are already sold out.

Even window displays and store bags are not spared

I like the thought behind this. It is a little like how Japanese brand Muji came about years ago. They wanted to remove identifiable logos and just produce high quality functional well designed products.  The irony is, their retail philosophy became a brand itself.

Were brand managers wary of de-branding?

The interesting thing is that the campaign has already drummed up a lot of publicity for its out of the box approach. If you have been to the major retail capitals of the world, you would have noticed that store windows for example are like the covers of magazines. The bigger, more colorful and animated they are, the more stores think customers will be drawn inside. This campaign has shown an alternative approach.

And it really does redefine the term: Retail Therapy.

Is it sustainable? Maybe not. People like their cell phones, their iPads and their brands. To some degree, we have all gotten used to the noise, both visual and aural, of brand marketing. BUY ME! I MAKE YOUR LIFE BETTER!

Still, like a nice yoga sala, it is always good to have a spot you can run to when you do find that it is just too much.

Here's hoping retailers worldwide will pick up this message and create their own headspace.

PS, if anyone is willing to get me the all white BEATS headphones as a gift, I wouldn't turn it down! :-)

More information can be found here:

No Noise at Selfridge's

Eye Candy: Asia's Next Top Model Judges say no to Hong Kong

The intention of this blog is to share.  Whether ideas, opinions, views, thoughts etc.

I didn't have much to say about last week's Asia's Next Top Model, so I didn't say anything.  There was something small but it was not so crucial to run to the keyboards.

This week's episode was predictably saccharine. Now, in case anyone thinks I am against soft programming, I am not. While I still think reality shows thrive on conflict (well, at least in the US), things may function better in Asia sans the grief.

Ya think?

Not much to say about the episode proper except for a few key thoughts.

The judges.

It is not easy to say too much about them because the panel keeps changing. The one constant is Nadya, and perhaps Todd.

Nadya

Nadya has turned out to be quite the zen mother hen (or ZMH as I call it). Calm, cool, tell it like it is but in a spinster school teacher sort of way.  And that is nice. She has shown herself as her own entity. Her own character. And dare I say it, I can't take my eyes off her because the camera loves her at all angles.

Todd.

Todd Anthony Tyler

Todd Todd Todd Todd Todd. I remember him to be a very committed professional when he was a model. He was dedicated and present and took directions well during a shoot. As a photographer, his portfolio is impressive. As a judge, what he says make sense. But as a TV judge, he comes across as a stiff piece of cardboard whose cheekbones don't seem to move much, and whose forehead seems frozen in a single expression. I said it before that he has a vacant look in his eyes. This has not changed. And as much as he shells out advice about being more animated during challenges, he would do well to listen to his own words and remember that this is television. And color and animation works well.

This week's guests judges designer Michael Cinco and the chief editor from Harpers Bazaar Lauren Clarke Jensen were good editions to the panel.

Michael Cinco

For one thing, Michael Cinco is an incredible talent. I think he was quite brave to let his beautiful outfits go underwater for the mermaid shoot. I did not really understand what he meant when he said that one of the contestants was 'impalpable'.  Check the dictionary for the definition and you may also have question marks above your head. I put it down to fashion speak, you know, like calling someone divalicious or 'fierce and love'.

Lauren Clarke Jensen from Harper's Bazaar

LCJ from HB. Interesting. It was like watching Joanna Cole in her first few appearances on national television in the US. You know she is something and really has a lot to offer. But someone didn't tell her to be mindful of her on screen persona.

In fact, with LCJ and Michael AND sadly Nadya, the panel's outfits were all basic black. Nothing wrong with that, but even in editorial shoots, flat black has to be popped with texture and accessories to give the outfits life on camera. Nadya was still ok with the bling on her bod, but the other two...CHILD!

It's not them. Designers and Editors have different objectives in their professions. TV people however, should have taken it upon themselves to say something, to protect the interests of their guests.

Ok, this may not be a popular statement but this is where the panel needs someone like Daniel Boey. Like it or hate it, at least he makes an attempt to dress in an eye catching way for the camera. It reveals a very strategic mind that understands the medium. You may not be able to please everyone. But you can be interesting.

The judging

The elimination of the Hong Kong contestant was surprising. Not because she really was the worse of the bunch. Her send off meant that the show would truly become even more saccharine than ever. One predicts.

The Judged

Frankly, she didn't come across as a bitch. In fact Miss Japan is more the drama queen than she thinks. The producers could have milked the tension between Miss Japan and Miss Hong Kong a little bit more for the sake of the show. What is left now is a bunch of people who look like they belong in a Hello Kitty commercial.

They are the sort of people you would want to know. But to do appointment viewing on television, I am not so sure. I would love to see the ratings results.

You know that little thing that I said was not so crucial before. I guess the latest episode makes it more relevant to raise it now.

I have always cringed when the Playboy ads would come on. Not the cheeky ones in the limo. The ones where there is a static picture and a voice over says:"Want to be at Asia's Next Top Model finale party?".

How many of you go YEAH!!!! to such a boring invitation. They could have hired a better voice over talent whose tone is 'brighter'. Trust someone who has worked with some of the best US based voice over talents, it is worth the effort and expense to get these guys to sell your message.

The relationship between the sponsor (Coty Asia / Playboy fragrances) and ANTM (Asia) is not exactly organic. The show seems to be trying to get the next high fashion model that won't embarrass the franchise when she goes to London and Europe. Yet the product is not exactly high fashion and is sold in drugstores. Price point: very accessible. This ain't Dior's Poison honey.

Asia General Manager Coty Beauty, Fons Hautkamp

Bottom line though is...well the bottom line matters. And if Coty wants the brand association and coughs up enough cash to sustain the production, that may be the definition of organic for the show's producers.

Anyway the show is coming to an end soon. Usually at this stage of the competition, the girls would be jetted off to some exotic location to finish off the season. Maybe that will come with the top three.

So who do you think will be on top?