Austria’s ‘Quiet Hour’ Transforms Supermarkets for Sensory Needs
A growing number of supermarkets in Austria now offer a 'Quiet Hour' to help customers with sensory sensitivities. The initiative, first proposed in 2015, creates a calmer shopping experience by reducing noise and bright lights. Both shoppers and staff have welcomed the change, calling it a helpful adjustment for daily life.
The idea began with Lena Schilling, an Austrian autism activist, who suggested it to the supermarket chain Billa in Vienna. Inspired by a similar concept from Theo Hogg, an employee at New Zealand’s Countdown chain, the 'Quiet Hour'—or Ruhe Stunde—was introduced to support people with autism and other sensory sensitivities.
During this hour, stores dim the lights, turn off music and announcements, and silence checkout beeps. The quieter environment runs daily between 2 p.m. and 3 p.m. in 43 Billa and five Billa Plus locations, with plans to expand further. The Stille Stunde association, which promotes the initiative, aims to remove sensory barriers temporarily. Meanwhile, other supermarkets have introduced 'chat checkouts' to tackle loneliness, an idea borrowed from countries like Japan and Switzerland.
The 'Quiet Hour' has proven popular among customers and employees alike. With more stores adopting the practice, the initiative continues to grow across Austria. The move reflects a broader effort to make public spaces more accessible for those with sensory needs.
