NO NOISE

In January 2013 Freyja used pioneering ‘cooked wool’ material was used in Selfridges to make Headspace meditation pods. As we become increasingly bombarded with information and stimulation, the world is becoming a noisier place. In an initiative that goes beyond retail, Selfridges invited you to celebrate the power of quiet, see the beauty in function and find calm among the crowds. Freyja has partnered up with Headspace, the modern meditation experts, to deliver an extra helping of peace and quiet. The Headspace pods appeared throughout the store - each one offered a different guided meditation, to help calm busy heads.

Each pod is made entirely from wool, the rigid part is formed out of SBW, or cooked wool, an entirely new sustainable material developed by Freyja for the London Design Museum. A simple bio plastic made from potato starch is used to bind the wool together to form a new British composite material.

The native sheep breeds in the UK produce a particularly durable, course fiber; perfect for use where strength is needed. The fibers are produced as a by product of the British carpet industry.

Each cooked wool dome is covered with a handcrafted wet felted cover. Wet felting is an ancient technique dating back to 600BC, each pod is a unique work of art, combining the traditional with the innovative.

Selfridges also deployed HUSH pods throughout their national stores.