Shaftesbury encourages West End rejuvenation with new floral installations

Landlord Shaftesbury has partnered with Urban Growth London to unveil a new project featuring a collection of vibrant floral displays across the interconnecting streets of the iconic West End destination, titled 'Seven Dials in Bloom'.

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

The displays 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.

The unveiling follows the recent launch of Cow Vintage, Route One and L'Estrange retailers in Seven Dials, bolstering the destination’s range of ethical and sustainable retailers.

Young Camden Foundation has been selected as charity partner for the initiative, marking a continuation of Shaftesbury’s work with the organisation. Each installation incorporates a tap donation point for visitors to give £3 directly to the Young Camden Foundation.

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.”

TheIndustry.fashion recently spoke to L’Estrange Co-Founder Tom Horne & Shaftesbury Retail Director Samantha Bain-Mollison in our 'In Conversation' podcast series.