Carousel and VanMoof move into Seven Dials

Creative hub, Carousel and Dutch designer bike brand, VanMoof have both chosen Seven Dials as the location for their latest stores. It is VanMoof's first site in the UK and a West End flagship for Carousel.

Located at 5-11 Short Gardens, the 148 sq m VanMoof store features a spacious showroom and a downstairs workshop for VanMoof bike repairs. Customers can test drive the brand's three exclusive models and explore Seven Dials by bike. Colour, height, ride settings and accessories can be customised in store.


Adjacent to VanMoof, Carousel has taken up residence at 9-11 Short Gardens, taking a 185 sq m space. The family-run business opened in 2014 as a permanent home for acclaimed creative production company, Shuttlecock Inc. Since launching, the award-winning creative hub has hosted a revolving programme of press events, brand activations, private parties, guest chef collaborations, workshops and art exhibitions, working closely with leading names from a wide range of industries.


At Carousel, Seven Dials will continue its brand activations with a number of partners, making the space their own each month. Split over two floors and combining exposed brickwork with plain white walls and raw concrete features, the blank canvas space is flooded with natural light and designed by the in-house Carousel team. Two large display windows fill the width of the ground floor, while glass tiles in the floor illuminate the white box basement below.

'Seven Dials is home to some of the capital's most exciting shops, restaurants, theatres and hotels, offering products and experiences that either can't be found elsewhere or are created bespoke. They create a unique shopping experience in the heart of the West End of London that is unlike any other, and VanMoof and Carousel both add to this,' says Sam Bain-Mollison, head of retail at Shaftesbury. 'VanMoof's design-focused approach to the city bike will strongly appeal to Seven Dials residents and visitors alike, many of whom are interested in style, design and innovative or disruptive products being brought to market. The addition of Carousel will bring a vast range of creative activities, shows, events and installations on top of the existing offer.

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