The switch-on took place at 6pm last night (17 November) and featured glistening geometric forest animals such as a stag, bear and wolf, which all came to life, accompanied by an exclusive Seven Dials Christmas poem linking the lights to a magical trail starting on Monmouth Street.
Shaftesbury and lighting designers James Glancy Design teamed up with 3D projection and interactive experience studio Projection Artworks for the switch-on.
The streets of Seven Dials were pedestrianised for the evening and welcomed thousands of visitors for the free event. Complementary wreath making and s’mores were available on Monmouth Street, with an enchanted beauty bar for festive nails open on Neal Street, as well as a pop-up alfresco winter bar on Earlham Street.
In addition, Cure & Cut hosted an outdoor winter bbq, Vico provided gelato demos, and Neapolitan specialists, Rossopomodoro, supplied a free glass of Prosecco with every pizza. Alongside the immersive installations, a 20% discount was on offer across over 100 international brands in the shopping and dining district.
Christmas cocktails and menus were also available from Balans Soho Society, Cassanova & Daughters, Talli Joe, Monmouth Kitchen and POD.
Commenting on the event, Karen Baines, head of group marketing and communications at Shaftesbury, said: "Seven Dials came alive and the atmosphere was incredible. This year’s Christmas installation is interactive and stylish, reflecting Seven Dials as a unique destination in the heart of the West End.
Seven Dials is home to over 150 shops, including international flagships and concept stores, beauty and grooming salons as well as over 50 cafes, restaurants, bars and pubs. The area comprises of Monmouth Street, Earlham Street, Neal Street, Shorts Gardens, Neal’s Yard, Endell Street, Shelton Street, Mercer Street and the Seven Dials monument.
This week, Regent Street featured soaring spirits as part of its Christmas lights switch-on, while Oxford Street partnered with children's charity the NSPCC for its Christmas Lights switch-on, which was hosted by presenters from Capital Radio.
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