Shaftesbury has partnered with Urban Growth London to unveil Seven Dials in Bloom: a collection of floral displays across the interconnecting streets of the West End destination.
Timed to coincide with next week’s final easing of Covid-19 restrictions, the seven floral designs celebrate the return of life to central London, while 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.
Designed and created in collaboration with Urban Growth, the seven installations have incorporated the enterprise’s expertise in maintaining biodiversity in inner-city locations.
Young Camden Foundation has been selected as charity partner for the initiative, with each installation incorporating a tap donation point for visitors to give £3 directly to the Foundation.
Seven Dials in Bloom will feature throughout summer, complementing the overhanging floral decorations already in place, as designed by James Glancy.
Karen Baines, head of group marketing & xommunication at Shaftesbury, commented: “ 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.”
