More tranquility, less pressure — the Quiet Hour is a project aimed at individuals with non-visible disabilities. A growing number of shops and institutions in Germany are rolling out similar efforts.
Since early June, things become noticeably calmer at German Ikea stores every Wednesday from 5 to 7 p.m. — no background music plays, lighting is reduced, and there are no announcements over the loudspeaker system (except in emergencies). Overall, customers and employees experience less sensory strain — and that is precisely the purpose of the Quiet Hour.
The idea originated from an effort by the German organization Gemeinsam Zusammen (Together Together). "Our goal with the Quiet Hour is to offer relief to people with invisible disabilities. Their nervous systems are often constantly overstimulated, so we want to give them moments of respite with low sensory input," Rebecca Lefevre, the group's spokesperson, told DW.
The Quiet Hour aims to remove the kinds of obstacles that often keep sensory-sensitive individuals from even stepping outside to avoid overload, which can hinder communication and lead to social withdrawal.
People without disabilities are often unaware of how overwhelming a trip to a supermarket or furniture store can be for the senses. Bright signs, clattering shopping carts, and various overlapping smells are too much for many individuals, including those on the autism spectrum, with ADHD, or dealing with chronic fatigue, chronic pain, mental health disorders, or other conditions affecting sensory processing.
'Spreading awareness is the primary objective'
The Quiet Hour was first introduced by New Zealander Theo Hogg, who has a child with autism and works at a supermarket chain. In 2019, he convinced his employer to implement a "Quiet Hour" in all stores nationwide.
Since then, numerous countries have adopted the concept.
Germany launched its own inclusion initiative in 2023. "For us, raising awareness is the key aim," Lefevre explained. "People with these types of disabilities often can't clearly pinpoint what the issue is, and their conditions aren't obvious to others. They're frequently dismissed as just pretending."
More and more German businesses and shops are taking part in a Quiet Hour — including numerous Edeka and Rewe supermarkets.
Rudolf Schmidt manages one such Rewe in Diez, near Frankfurt, where the Quiet Hour runs from 3 to 4 p.m. every Wednesday. Staff lower the lights, disable the beeping of checkout machines, and postpone shelf restocking.
"And if someone is talking loudly on their phone, we politely ask them to finish their call," Schmidt explained.
The supermarket manager was among the earliest advocates of the Quiet Hour. "Customers who come specifically for this reason express their gratitude. Occasionally, someone complains, 'Is this really necessary?' But once we explain it, they always become more understanding," he said.
A pause from continuous stimulation
Lefevre emphasized that the Quiet Hour is not limited to retail stores.
"Movie theaters, swimming pools, and bowling alleys are also joining in," she said. "We'll likely have an indoor trampoline park soon — a place with extreme sensory overload. But the idea is simply to say, we're giving it a try."
The Münster City Museum has also been part of the initiative since February. One Tuesday each month, from 4 to 6 p.m., visitors can use an app or brochure to follow a Quiet Hour route through the museum. During that time, the museum suspends guided tours and provides a designated quiet area along with communication cards.
"Of course, we don't count how many people come specifically for the Quiet Hour, but we can already see that people are using it," Axel Schollmeier, deputy director of the Stadtmuseum Münster, told DW.
Frank Rohde's specialized garden center in Kassel is among the participants listed on stille-stunde.com, the initiative's official website. Rohde's business actually maintains a Quiet Hour throughout all opening times.
"It's how we've always operated: no music, it's calm, and we speak with our customers," he said. "They find it pleasant that way — they don't care for a lot of noise either."
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Of course, in an era of constant stimulation from smartphones and social media, you don't need a psychological or neurological condition to value a quiet experience in a public setting.
Lefevre sees the concept as a welcome extra that also helps people without disabilities.
"It certainly benefits many people, because we live in a country with a lot of overstimulation," she said. "But there's clearly a difference between someone who simply finds more peace and quiet nice, and someone who is experiencing sensory overload that causes them distress and possibly pain — or excludes them from social participation."
This article was originally written in German.