A collection of vibrant community floral displays has been unveiled across the streets of Seven Dials in London’s West End, celebrating the things that have returned to our lives following the forthcoming easing of restrictions.

Working with floral design experts and social enterprise group Urban Growth London, a group of volunteers from Young Camden Foundation assisted in the installation of seven floral art designs from reused and repurposed items, including an old suitcase, theatre seats and a piano. The launch of the displays coincides with the final easing of restrictions, bringing beauty and life back into central London.

With community at the core of this project, Young Camden Foundation was chosen as the charity partner. The organisation is a leader in supporting its members by working with a range of organisations to develop new and unique approaches to supporting the younger generation, granting access to different volunteer opportunities to broaden their skillset. More than 1,400 local young people were directly impacted by Young Camden Foundation’s grant giving programmes during the summer of 2020, which helped to address longstanding and complex issues, such as digital poverty, youth safety and mental health – all of which were exacerbated by the COVID-19 pandemic. As lockdown restrictions ease, Seven Dials is proud to be reengaging young individuals with the local community and welcoming participation in social projects that reach beyond the classroom. A tap donation point will be on site for those who would like to donate £3 to the Young Camden Foundation.

Visitors to Seven Dials will be able to see the floral masterpieces this summer across several of its picturesque, cobblestoned streets, which complement the existing overhanging floral decorations already in place. Visitors will see a vintage sofa overflowing with colourful flora, an ode catching up with loved ones, and an eye-catching dresser, a nod to the dressing up and going out that we haven’t been able to do.

As well as this, celebrating the opening of pubs are a series of flowerpot kegs. Outside Radisson Blu Edwardian Mercer St lies a suitcase bursting with flowers, representing the holidays that we are soon to have, whilst three theatre seats stand proudly outside the Cambridge Theatre to mark the theatres that have been closed. If you look closely, you can also spot a floral frame honouring the art galleries which have now reopened. Finally, an old upright piano commemorates the live music that was sorely missed during lockdown.

Karen Baines, Head of Group Marketing & Communication at Shaftesbury, commented: “We are delighted to safely welcome visitors back to the streets of Seven Dials with the final easing of restrictions. We’d like to thank Urban Growth and Young Camden Foundation for their fantastic floral celebration of arts and entertainment, an ode to everything we have missed during lockdown. Seven Dials in Bloom brings a burst of colour to the area and we look forward to visitors discovering each installation, as well as being able to enjoy all seven experiences that we have missed across the West End.”

Keith Morgan, CEO at Young Camden Foundation, noted: “We were delighted to be involved in such an exciting project that will improve the look and feel of our local community. Our goal is to bring together supporters and partners to create new opportunities for children and young people in Camden. You could feel a real sense of community as we pieced together the beautiful installations and we can’t wait to see the public enjoying Seven Dials even more.”

Coinciding with the floral installations, Seven Dials has welcomed an abundance of new brands to the area. Perfumery Experimental Perfume Club opened its first lab boutique in May, whilst June 26th marked the opening of vintage outlet COW Vintage’s first London outpost. In July, Seven Dials welcomed iconic streetwear retailer Route One (3rd July), also being their first London store, and boutique store SHPPR and contemporary coffee spot WatchHouse will join the roster at the end of Summer.

In addition, May saw the opening of eco-friendly homeware brand, Olive Jennings, who’s first ever store launched after coming runner up in the Start Up with Seven Dials competition. Fashion brand Tihara Smith, winner of the Start up with Seven Dials initiative, is due to open in July, with Billi London and Kati Kaia, who also came runner up, due to open later this summer.

Visitors will be able to read more details on the installations and donate directly to Young Camden Foundation via the tap donation point located on Earlham Street.