Shaftesbury launches Seven Dials in Bloom installation
Shaftesbury has partnered with Urban Growth London to launch a collection of floral displays across the interconnecting streets of Seven Dials as it looks to support retailers and entertainment venues ahead of the easing of lockdown restrictions next week.
Called Seven Dials in Bloom, the installation aims to celebrate the return of life to central London while also driving funding for the local community.
Crafted from reused and repurposed items including theatre seats, a picture frame and an old piano, the seven displays have been created using Urban Growth’s expertise in maintaining biodiversity in inner city locations.
Young Camden Foundation, which provides skills and resources for young people in Camden borough, has been selected as charity partner for the initiative with each display incorporating a tap donation point for visitors to give £3 to the organisation.
Karen Baines, head of group marketing and communication at Shaftesbury, said: “We are delighted to safely welcome visitors back to the streets of Seven Dials with the final easing of restrictions. 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.”
