Shaftesbury supports West End rejuvenation with ‘Seven Dials in Bloom’ installations

Shaftesbury has partnered with Urban Growth London to unveil Seven Dials in Bloom: a collection of vibrant floral displays across the interconnecting streets of the iconic West End destination.

Timed to coincide with next week’s final easing of Covid-19 restrictions, the seven floral designs celebrate the return of life to central London, while also driving funding for the local community.

The Seven Dials in Bloom masterpieces are crafted from reused and repurposed items including theatre seats, a picture frame and an old piano, nodding to the arts and entertainment which the public have missed in London’s West End. Designed and created in collaboration with Urban Growth, the seven installations have incorporated the enterprise’s expertise in maintaining biodiversity in inner-city locations.

Young Camden Foundation has been selected as charity partner for the initiative, marking a continuation of Shaftesbury’s work with the organisation. In line with the Foundation’s approach to providing skills and resources to young people in the Camden borough, many young individuals were given the opportunity for hands-on involvement in the installation of Seven Dials in Bloom, developing both design and teamwork skills. Each installation also incorporates a tap donation point for visitors to give £3 directly to the Young Camden Foundation.

Seven Dials in Bloom will feature throughout summer, complementing the overhanging floral decorations already in place, as designed by James Glancy.

Karen Baines, Head of Group Marketing & Communication at Shaftesbury, commented: “We are delighted to safely welcome visitors back to the streets of Seven Dials with the final easing of restrictions. We would like to thank Urban Growth and Young Camden Foundation for their fantastic floral celebration of arts and entertainment, an ode to everything we have missed during lockdown. Seven Dials in Bloom brings a burst of colour to the area and we look forward to visitors discovering each installation, as well as being able to enjoy all seven experiences that we have missed across the West End.”

Keith Morgan, CEO at Young Camden Foundation, noted: “We were delighted to be involved in such an exciting project that will improve the look and feel of our local community. Our goal is to bring together supporters and partners to create new opportunities for children and young people in Camden. You could feel a real sense of community as we pieced together the beautiful installations and we can’t wait to see the public enjoying Seven Dials even more.”

The unveiling follows the recent launch of COW Vintage and Route One retailers in Seven Dials, with both brands bolstering the destination’s range of ethical and sustainable retailers.

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