Seven Dials hosts ‘Starry Night’ Christmas lights switch on in aid of Shelter
Seven Dials welcomed thousands of visitors yesterday to celebrate the West End shopping district’s annual Christmas lights switch on.
Both the lights and the evening’s Christmas activities were based around the theme of a ‘Starry Night’ and all funds raised went to the Shelter housing and homelessness charity. Shelter also opened an exclusive charity pop-up called ‘Boutique by Shelter’ which offers a range of designer, vintage and quality high street clothing.
The Christmas lights installation features over 650 giant stars across the seven interconnecting streets. In addition, some of the lighting decorations interact with a donation point for Shelter on Earlham Street, which allows the public to tap their bank cards to donate £3 directly to the charity. On receiving the donation through the tap point, stars at each entrance to Seven Dials twinkle to create an immersive sequence of lights.
Shoppers could also take advantage of a range of experiential indoor and outdoor Christmas activities on the night. These included wreath-making, eco-friendly glitter make-overs, roasted s’mores and live music from the House Gospel Choir.
In addition, Seven Dials boutiques Pierre Hermé Paris, Miller Harris, Dinny Hall, Caudalie and Emin & Paul participated in a dedicated ‘Starry Night’ Christmas Window competition. This was judged by Karen Baines, head of group marketing and communication at Shaftesbury, and retail specialist Matthew Valentine.
Other Seven Dials stores offered bespoke Christmas personalisation services and special discounts to visitors throughout the evening.
Baines said: “We are thrilled to officially launch Christmas in Seven Dials with this interactive light installation, and even more so in aid of such an important cause. With a fantastic soundtrack and over 60 local retailers and restaurants taking part, the event created a fun-filled evening, whilst also helping to kick-start funding throughout the festive season for all those supported by Shelter.”
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