Iconic UK department store Selfridges has stripped the logos off its properties and a number of its big brands in an anti-brand campaign aimed at offering consumers respite from the relentlessness of marketing messages.

The high-street retailer has partnered with Levis, Clinique, Heinz and other big name brands to stock products packaged without logos and removed its own logo from its signature yellow shopping bags.

It has also introduced a quiet room and meditation pods in its flagship Oxford Street store in London, and its own range of minimalist design, de-branded clothing, as part of its ‘No Noise’ campaign.

“As we become increasingly bombarded with information and stimulation, the world is becoming a noisier place. In an initiative that goes beyond retail, we invite you to celebrate the power of quiet, see the beauty in function and find calm among the crowds,” the campaign’s microsite reads.

Heinz ketchup and baked beans, Marmite, Clinique moisturising lotion, Creme de La Mer moisturising cream, Beats by Dre heaphones and Levis 501 jeans are some of the products to be released in limited ‘de-branded’ editions.

However, while the logos have been removed, other branding on the packaging remains leaving them recognisable to those familiar with the brands’ markings.

The initiative harks back to the store’s beginnings in 1909, when Harry Gordon Selfridge created a Silence Room where busy shoppers could “retire from the whirl of bargains and the build up of energy”.

The retailer partnered with meditation experts Headspace to create guided meditation programs delivered in pods positioned throughout its stores.

The campaign will run until the end of February.