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Seven Dials boosts footfall with pedestrianisation and live music performances

Tom Shearsmith
21 April 2021

Seven Dials continues to see heavy footfall, with ongoing pedestrianisation and live music performances drawing in visitors, as landlord Shaftesbury relaunches a previous initiative it's used in the area.

The retail destination has relaunched its ‘Seven Dials Unplugged’ initiative, which provides visitors with a series of outdoor live music throughout the destination’s iconic streets every Saturday, running until June.

The alfresco acoustic sets, performed by seven up and coming UK-based artists, are used to safely encourage visitors back to enjoy the West End village and provide much-needed support for businesses in the area that have been heavily affected by COVID-19 restrictions over the last year.

Seven Dials

To adhere to social distancing guidelines and avoid crowding, all performances will last 15 minutes taking place simultaneously in a number of different outdoor locations throughout the intertwined streets, encouraging visitors to walk and listen to multiple performances.

Working with Camden Council, Seven Dials has also temporarily pedestrianised roads in the area to help retailers, restaurants, bars and cafés as they continue to reopen.

TheIndustry.fashion visited the area last week to see shoppers return as non-essential retail reopened.

Karen Baines, Head of Group Marketing & Communication at Shaftesbury commented: “The ‘Seven Dials Unplugged’ series has proven to be a fantastic way to support both our tenants and talented up- and-coming musicians in the community, so we are delighted to bring this initiative back to the destination.

“The acoustic performances on Saturday really enhanced the buzz and optimism which has been felt since Seven Dials opened up again last week, and they are to sure to inspire even more people to safely return to the West End as the weeks go on.”

Last month, Seven Dials announced that four female entrepreneurs are to get a pop-up retail opportunity this summer as part of its ‘Start Up with Seven Dials’ incubator initiative.

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