Ask yourself, when was the last time you relaxed in silence? With so much to pay attention to these days, everyone has become a professional multitasker to keep track of everything. London retailer Selfridges is taking a different approach to retail as it presents the No-Noise campaign for 2013.

With the crowds at big chain retailers already enough to give people headaches, imagine a shopping space where everything is free of all noise—literally and figuratively. Brands including Levi’s, Beats by Dre, and Marmite have offered to de-brand their goods for the store's Quiet Shop. Selfridges even took the time to de-brand their own shopping bag. Check out the clip above explaining this new way of shopping.