Seven Dials celebrates Platinum Jubilee in style

Shaftesbury’s Seven Dials neighbourhood was transformed for the long-awaited Platinum Jubilee weekend. Located in the heart of London’s West End, all seven streets were decorated, and tenants came together to provide a specially curated series of activities and entertainment to celebrate 70 years since Queen Elizabeth II’s coronation.

The 1950s-themed festivities included flower crown making by the Flower Appreciation Society, a burlesque class at Coco de Mer, and a limited-edition Jubilee-inspired fragrance on offer at Experimental Perfume Club. Entertainment included the popular music series Seven Dials Unplugged but with a ‘50s twist, with performances from Cheriton, Leah Rose and The Lollipops. Visitors also had the chance to win a number of exclusive prizes, including a charity tombola and seven luxury hampers.

Culinary-themed retro treats were also on offer, such as pineapple upside-down cake and ice cream sundaes at Apple Butter, limited edition ‘50s pizza at Homeslice, and a Royal Afternoon Tea at the Covent Garden Hotel. Into the evening, Seven Dials Market, The Escapologist and St Martin’s House all offered specialist cocktails.

Karen Baines, Head of Group Marketing & Communications at Shaftesbury, commented on the Seven Dials Jubilee celebrations: “It was so exciting to see visitors across London’s iconic West End come together to celebrate this historical moment in time. We are proud of the way all our tenants united to deliver such vibrant and varied festivities; it is a testament to our diverse retail and restaurant offer and the strength of the Seven Dials community.”

Seven Dials supported their ongoing charity partner, Young Camden Foundation, over the weekend with all tap point donations going towards supporting the local, younger generation by addressing longstanding and complex issues such as digital poverty, youth safety and mental health.

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