British retailer Selfridges is doing something quite different: debranding. The company's new campaign, titled "No Noise," mixes up a few different components that are all meant to give consumers a bit of a breather from incessant advertising and rampant consumerism. So that they can go back into its stores refreshed, we assume. One of the coolest parts of the campaign is "The Quiet Shop," which is selling un-branded versions of famous brands, from the lower-cost Heinz ketchup and baked beans to the higher tier Creme de La Mer. Each package is stripped, at least on the front, of the brand's name, and retails for slightly higher than the product would cost regularly. Selfridges has also launched the The Silence Room. A reincarnation of founder Harry Gordon Selfridges' original Silence Room, where busy shoppers could "retire from the whirl of bargains and the build up of energy," the space opens this week and is designed by architect Alex Cochrane. The campaign was developed by U.K. agency 18 Feet & Rising.