Winter Festival transforms London’s Seven Dials

Shaftesbury celebrated ‘Seven Dials Winter Festival’, a three-day shopping, dining and cultural event which took place over the weekend from 19th-21st November, in the heart of London’s West End.

The Winter Festival featured on-street entertainment and creative workshops such as traditional brass bands, gospel choirs, as well as complimentary glitter stations and wreath making.

There was also a pop-up pantomime, plus live music, spoken word artists and illustrators all dotted around the destination’s famous cobbled streets.

Visitors were treated to mulled wine carts, hot chocolate stations and festive food all complemented by the festive light installation and in-store offers from Seven Dials’ independent and flagship brands.

An interactive charity donation point and light installation had also been created at the Neal’s Yard Festive Arch on Monmouth Street. All donations go towards supporting the local, younger generation, through the Young Camden Foundation.

The weekend line-up was headlined with appearances from culinary expert and TV personality Gizzi Erskine, who provided a masterclass in conjunction with the hotdog-style doughnut brand – Longboys – on Saturday. Body confidence advocate and entrepreneur, AlexLight took the reins on Sunday and hosted a podcast in the newly refurbished Donmar theatre.

Karen Baines, head of group marketing and communications at Shaftesbury, commented: “This year’s annual Seven Dials Christmas event was particularly important as 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 – a decision we made specifically to benefit our range of visitors, including the growing local tourism and theatre-goers alike, providing more time to enjoy and experience the offerings and immersive activations available within Seven Dials.

“It has been fantastic, as always, to collaborate with the community, retailers and restaurants, and making this year’s Winter Festival a reality and to welcome visitors, old and new to Seven Dials.”

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