Shaftesbury celebrated a successful Seven Dials’ official Christmas display and experiential fashion and food shopping event, which took place on Thursday 17 November from 5-9pm.
The switch-on at 6pm transformed Seven Dials into an enchanted wonderland to be enjoyed throughout December. Glistening geometric forest animals such as a stag, bear and wolf came to life, accompanied by an exclusive Seven Dials Christmas poem linking the lights to a magical trail starting on Monmouth Street.
Shaftesbury and lighting designers James Glancy Design, teamed up with Projection Artworks to curate a magical 3D projection mapping show.
The streets of Seven Dials were pedestrianised for the evening and welcomed thousands of visitors for the free event. Complementary wreath making and s’mores were available on Monmouth Street, with an enchanted beauty bar for festive nails open on Neal Street, as well as a pop-up alfresco winter bar on Earlham Street. In addition, Cure & Cut hosted an outdoor winter bbq, VICO provided Gelato demos, and Neapolitan specialists, Rossopomodoro, supplied a free glass of Prosecco with every pizza.
Alongside the immersive installations, 20% discount was on offer across over 100 international brands in the diverse shopping and dining district. In addition, Christmas cocktails and menus were available from Balans Soho Society, Cassanova & Daughters, Talli Joe, Monmouth Kitchen and POD.
Commenting on the event, Karen Baines, head of group marketing and communications at Shaftesbury, said: “Seven Dials came alive and the atmosphere was incredible. This year’s Christmas installation is interactive and stylish, reflecting Seven Dials as a unique destination in the heart of the West End. Seven Dials has curated an exceptional event and one which will attract thousands more over the lead up to Christmas.”
Seven Dials tote bags were available to purchase in exchange for a £3 donation, in support of London’s leading homelessness charity The Connection.