January 9, 2013 - Stuart Wilson/Getty Images Europe 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...