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Seven Dials sees successful return of annual Winter Festival

Sophie Smith
25 November 2021

Shaftesbury is celebrating the success of its Seven Dials Winter Festival, which saw the three-day shopping, dining and cultural event take place last weekend in London’s West End.

The Winter Festival featured on-street entertainment and creative workshops such as traditional brass bands, gospel choirs and wreath making. Along with a pop-up pantomime, live music and illustrators dotted around the destination.

The festival also included mulled wine carts, hot chocolate stations and festive food, all located around Christmas light installations and in-store offers from Seven Dials’ independent and flagship brands.

An interactive charity donation point was also installed at the Neal’s Yard Festive Arch on Monmouth Street, with all donations going towards the Young Camden Foundation. The charity aims to address digital poverty, youth safety and mental health.

Karen Baines, Head of Group Marketing and Communications at Shaftesbury, said: “This year’s annual Seven Dials Christmas event was particularly important. It was an opportunity to provide a safe and inviting location in the heart of London’s West End and officially celebrate the start of the festive period, something we were not able to do last year.

"This is the first time we extended our celebrations to a three-day event and over a whole weekend. This was a decision we made specifically to benefit our range of visitors, to provide more time to enjoy and experience the offerings and immersive activations available within Seven Dials. It has been fantastic to collaborate with the community, retailers and restaurants, making this year’s Winter Festival a reality and welcoming visitors, old and new to Seven Dials.”

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