Partner Article

Seven Dials announces seasonal celebrations in support of local community

Shaftesbury has officially announced a program of Christmas activities taking place at its distinctive West End village of Seven Dials, being carried out in partnership with local charity Dragon Hall Trust to provide support for the community.

In line with the latest government restrictions, Seven Dials’ streets will safely come to life with a live window display, festive acoustic music, and bespoke restaurant offerings, complementing the atmospheric display of Christmas lights throughout the open-air destination.

All activity will drive funds for chosen charity partner Dragon Hall Trust, which supports those who are disadvantaged in the surrounding West End community including the vulnerable and elderly, children and young people, as well as those in quarantine or shielding during the holidays.

From 5th December, visitors to Seven Dials will be able to glimpse Father Christmas and his elves hard at work at a dedicated festive grotto at 19 Earlham Street, as part of the only live window display in London’s West End. As well, prizes will be on offer for those who spot, snap and share pictures of Father Christmas out and about in the streets of Seven Dials.

‘Seven Dials Unplugged’ live acoustic music series will also make a return in the lead up to Christmas, with some of the UK’s best up-and-coming artists performing every Thursday and Saturday from 5th December. Performances will be limited to 15 minutes and take place simultaneously throughout the destination, encouraging visitors to move through Seven Dials interconnecting streets and adhere to social distancing guidelines.

Visitors can also admire and enjoy the recently illuminated Christmas lights, which zig zag throughout the area with colourful baubles marking the start and finish of Earlham and Neal Street. The famous Dial is also dressed in a halo of branch lights, accented with colourful ornaments and silver birch sprays.

With the reopening of retail and hospitality across the destination, many of Seven Dials restaurants will be getting into the Christmas spirit, including Seven Dials Market which will be hosting cheese fondue and wine nights, bottomless brunch, seasonal dishes and cocktails, topped off with festive markets and carols. Chick N Sours, The Barbary and Apple Butter are amongst the other operators welcoming back visitors with festive menus and outdoor seating.

To correspond with the program of Christmas activity, Seven Dials has implemented prominent ‘tap & donate’ points throughout the destination where visitors and passers-by can make a direct donation to Dragon Hall Trust, to support its vital work and assist those in need this Christmas.

Karen Baines, Head of Group Marketing & Communication at Shaftesbury commented on this year’s plans: “We recognise that it has been a very difficult year for everyone, which is why we are more delighted than ever to announce the range of Christmas festivities taking place in Seven Dials this year. There really is something for everyone to enjoy. We look forward to safely welcoming you back to the area and being part of your Christmas again.”

Nicole Furre, Director at Dragon Hall Trust added, “We are pleased to be the chosen Christmas charity partner for Seven Dials this year. Donations received from the public will provide emergency food to those in need and support the local community throughout Christmas and into 2021.”

This was posted in Bdaily's Members' News section by Clare McInerney .