Member Article

Seven Dials ramps up the heat with Summer Sessions

Shaftesbury’s West End village, Seven Dials hosted its annual one-day festival this weekend. The fully pedestrianised event took place as part of Seven Dials’ placemaking initiatives and their commitment to creating a community of independent, authentic, and innovative brands.

This year, Seven Dials was transformed into ‘Summer Sessions’ micro festival with astroturf and deck chairs surrounding the iconic Sundial Pillar to create a dedicated social space overlooking the main stage in the historic neighbourhood. An extensive range of activities and entertainment were on offer, including performances on Seven Dials’ first-ever skate ramp, flower crown workshops, tarot card reading, silent discos, cocktail masterclasses, and dedicated wellness stage.

Festival ticketholders we’re welcomed on the day with a complementary Poptail ice-lolly, followed by the opportunity to enjoy a range of culinary delights on offer, including Cinnamon Social sampling at new entrant Ole & Steen, ice teas and cakes from Apple Butter, frozen treats served from a traditional ice cream tricycle at AWAY, complimentary refreshments and cocktails instore at Farah, Ollie Quinn, Adorn the Common and Lumas Gallery, and the option to dine within the dedicated alfresco space – now a permanent fixture at Seven Dials. Al fresco bars popped up serving summer refreshments from Seven Dials Market and a Rathfinny bicycle outside the Covent Garden Hotel.

Route One provided entertainment on the first ever Skate ramp located on Neal Street and Flower crown making was hosted outside Nudie Jeans’ store on Monmouth Street. A silent disco was held in Neal’s Yard and on the main stage, a series of live music performances from the likes of Victor Ray and Zebede took place. Live music is now a fixture for August and Seven Dials’ Unplugged season will feature musicians playing every Saturday throughout the month.

Karen Baines, Head of Group Marketing & Communications at Shaftesbury, commented on the Summer Sessions event: “It is always so exciting to see the Seven Dials community buzzing with energy and full of visitors, and this weekend was no exception. We are committed to creating a destination that is authentic and full of character, and the way Seven Dials was transformed, and all the tenants came together to provide the ultimate Summer festival makes us hugely proud.”

In support of their ongoing charity partner, Young Camden Foundation, tap donation points were available at both info points with all proceeds from the charity tombola going towards supporting the local, younger generation with complex issues such as digital poverty, youth safety and mental health.

Summer Sessions follows a busy 2022 for Seven Dials, with the recent openings of Danish bakery Ole & Steen, French restaurant The Patate, and gelateria ANITA.

This was posted in Bdaily's Members' News section by Nick Thornton .