Seven Dials’ free one-day event, FESTIVAL 30, took place on Saturday 29 June to mark the 30thanniversary of the historic village’s focal Sundial Pillar. 

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The seven interconnecting West End streets were pedestrianised for the day to allow for the celebrations, with an array of theatre, music and craft workshops on offer. Lawns installed around the Sundial Pillar saw visitors enjoying alfresco dining, while street performers and stilt-walking characters added an extra dimension of live entertainment. 


Regarded as one of London’s ‘great public ornaments’, the current Sundial was unveiled by Her Majesty Queen Beatrix of the Netherlands in 1989, replicating the original structure which was designed and constructed by an English stonemason in the 1690s. 

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A range of Seven Dials retailers, including Miller Harris, Laura Lee, Benefit, Pierre Herméand Knomo took part in the event with in-store activations and special promotions, while a selection of the traders from the much-anticipated Seven Dials Market offered a delicious taste of what’s to come when the market opens its doors in September 2019. 

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David Bieda, Chairman of The Seven Dials Trust, commented on the event: “The Sundial Pillar is a fundamental part of Seven Dials’ story, and its regeneration by the Trust in 1989 has helped to establish the area as the unique destination it is today. This one-day event perfectly captures the community spirit and special village atmosphere which the area is renowned for.”

Karen Baines, Head of Group Marketing and Communications at Shaftesburyadded: “FESTIVAL 30 is an opportunity to celebrate the rich history of Seven Dials, and forms part of our calendar of events which ensure visitors can experience the best the district has to offer – from dining to shopping, to creativity. We’re thrilled to work with The Seven Dials Trust to mark this important milestone, and with our mix of tenants to celebrate the occasion.”