On Thursday 16 November, Seven Dials launched their Christmas installations with mega choir Some Voices singing their hearts out to shoppers, creating an immersive musical performance from the central dial monument.
A musical arrangement was created for the switch on moment at 6.30pm by Some Voices, which saw seven festive songs performed by this 300 piece choir, one of the largest gatherings of the festival choir to date.
The traffic free streets saw more than 100 brands, restaurants and bars unite to throw a Christmas event full of festive cheer.
The Seven Dials Christmas installation sees bespoke lights and decorations adorning the seven streets which feature: gold brushed scrolls inscribed with Seven Dials Loves Christmas, 14 large hearts, 200 gold stars, 1,200 red hearts, 1,400 metres of LED twinkly lights, 900 bows and presents.
On the night the Seven Dials Loves Christmas pop up shop at 37 Neal Street launched. British tea and floristry experts Tregothnan have opened for the festive period, and have created an emporium filled with goodies from their Cornish estate including; edible hand-tied herbal bouquets, chilli wreaths, premium fresh teas, candles, decorations and festive produce including Cornish Manuka honey and rare Kea plum jam, perfect for presents for all the family.
The pop up hosts a series of free exclusive creative and crafting workshops for three weeks. Learn a Christmas craft including bauble calligraphy, bespoke cracker rolling, festive wreath making and Christmas cocktail making with Hawksmoor as well as learning the art of fashion illustration with London College of Fashion. Free Seven Dials wrapping paper and ribbon was available at the pop up shop* with a free gift-wrapping service continuing throughout the run.
The Christmas event also saw the opening of the first ever European concept store for Sonos, the leader in smart home sound systems. The new store at 21 Earlham Street, opposite the dial opened its doors to consumers for the very first time as part of the event and features a retail, exhibition, screening and listening space.
Karen Baines, head of marketing and communications at Shaftesbury says: “Christmas has officially launched in Seven Dials, with the seven streets decorated with twinkling lights, festive presents, hearts and Christmas tree street installations. With this year’s theme of ‘Seven Dials Loves Christmas’ the area certainly offers a heart-warming welcome with the bright and festive installations. Seven Dials is a unique retail and leisure London village and we feel this year’s installations are a great complement to the special and unique brands that can only be found in Seven Dials.”