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The circular main plaza was illuminated by Seven Dials’ Christmas light installations, while the roads were closed after an agreement with Camden Borough Council. Music was performed throughout the evening and featured sets from jazz club Ronnie Scotts, Josh Flowers and The Wild and The English National Opera’s community choir.
A hidden Christmas grotto was also erected. A limited number of guests, who received a special golden ticket based on the number of shopping bags they carried, could access the venue and collect a special gift. The Shorts Gardens district played host to a snowy photoset where guests could take a festive photo of themselves enjoying a white Christmas.
In-store events from participating brands included free shoe shines for the first 30 shoppers at Dr Martens, a pasta-making class at Jamie’s Italian, cocktails and make-overs at Bare Minerals and beers, a DJ set and a photobooth at Franklin & Marshall.
The event was produced by agency Sister.
Clare Harris, head of marketing and communications at Shaftesbury PLC, said: "Running events such as the Christmas Shopping evening really showcases Seven Dials as a key central London location whilst still maintaining the personal and exclusive village feel. Our focus is on the quality of the experience provided, rather than simply the range of discounts available.
"That way, we reinforce Seven Dials’ unique character and personality, which leads to increased footfall and spend, and encourages consumer loyalty. It has been great to round off a fantastic year for Seven Dials with a very successful Christmas shopping event."
Seven Dials also held a , which saw brands such as Miller Harris, Pineapple Dance Studios and Fred Perry host in-store experiences.
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