Alannah Weston, Creative Director of Selfridges, officially opens the 'Silence Room' as part of 'No Noise'. The Silence Room was first created by Harry Gordon Selfridge, the founder of the store in 1909 at Selfridges on January 10, 2013 in London, England.
(January 9, 2013 - Source: Stuart Wilson/Getty Images Europevia ) more pics like this »
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No, this is not a fashion campaign for some hipstery Williamsburg brand.

It's the opening of Selfridges highly-anticipated "No Noise" shopping space—a no-shoes, no-cells, and no-eardrum-shattering-sounds (Abercrombie, we're looking at you) space within its London Oxford Street store.

When we first heard the concept, we were totally pysched. A super-calm, stress-free place to shop? What's not to love? But then, we saw these snaps from today's launch.

We won't get into too much detail, we'll just let the photos do the, uh, whispering...