Seven Dials Retailers Sparkle for Christmas

Seven Dials has unveiled an array of creative and festive retail storefront displays for Christmas, tying in with the destination’s wider 2019 ‘Starry Night’ theme, which incorporates a light installation in aid of homelessness charity Shelter.

In a UK first, the installation is linked to an interactive donation tap point on Earlham Street which prompts an immersive twinkling display. There are 650 stars across the destination’s interconnecting streets, in a nod to the fact that sleeping under the stars is still a harsh reality for thousands of people living on the streets of England and Wales.

A range of tenants throughout Seven Dials have created unique window displays for the season, with several brands really standing out from the crowd. Indian luggage and accessories brand, Nappa Dori, and contemporary jewellery label, Tatty Devine, both raised the bar with eye-catching windows reflecting the respective brands’ distinct character and craftsmanship. Choosing Keeping has also treated Seven Dials’ visitors to an innovative and luminous display at its Tower Street store, creatively showcasing the boutique’s stylish stationary collections.

Karen Baines, Head of Group Marketing & Communications at Shaftesbury commented on the Christmas displays this year: “Seven Dials’ retailers are renowned for their bespoke, inviting storefronts all year round, but we always look forward to seeing the magic which is revealed at Christmas time. For Shaftesbury, investing in this year’s wider ‘Starry Night’ campaign has encouraged more sparkle across the destination and highlighted the true community spirit across Seven Dials.”

From now until early January, visitors can enjoy Seven Dials’ interactive Christmas light installation, and make a contribution to Shelter at the Earlham Street charity tap point and ‘Boutique by Shelter’ pop-up shop.

The ‘Starry Night’ light installation was unveiled at Seven Dials’ Christmas light switch-on event on 14 November, which compared to average Thursday evenings for the month, drove an extra 12% footfall and 47% in visitor dwell time.

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