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Shaftesbury reveals Seven Dials "Home" campaign

Tom Bottomley
29 April 2020

London landlord Shaftesbury has announced the introduction of a digital initiative, called Seven Dials @ Home, to ensure the community and consumers can remain connected to Seven Dial during the lockdown.

The campaign features curated content created in partnership with Seven Dials’ restaurants and retailers for their social media followers, and participating brands include Nudie Jeans, Dinny Hall, Tatty Devine, Benefit and Caudalie.

The launch of Seven Dials @ Home coincides with the opening of the Seven Dials Market Cornershop by KERB, operator of Seven Dials Market. It’s a one-stop digital delivery service modelled on traditional corner shops in response to the current lockdown. There is also links to Seven Dials Market traders providing their own home delivery service.

Karen Baines, head of group marketing and communications at Shaftesbury, commented: “Seven Dials @ Home is a collaboration amongst the Seven Dials community that will enable our customers, retailers and restaurants to continue to engage and support one another during this time. The digital campaign series is designed to create connections and inspire conversations as we would do in our physical space.

“KERB’s Seven Dials Market Cornershop adds to this by offering people living in the West End and greater London another important and convenient service whilst supporting local businesses, which reflects the community ethos we share with KERB.”

The launches follow the announcement by Shaftesbury’s board of a waiver of 20% of executive director base salaries and pension contributions, and non-executive director fees, for the next three months.

Shaftesbury has created a Community Fund equivalent to the cost savings from the board remuneration waivers to aid community partners in providing support where it is most needed during the current situation.

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