Seven Dials links with Zandra Rhodes to boost post-lockdown visits
Landlords and retailers in shopping neighbourhoods are pulling out all the stops to boost the physical shopping experience and this week Shaftesbury said that it has linked up with Zandra Rhodes to do just that in London's Seven Dials.
The designer has brought “a splash of colour in her signature style” to the neighbourhood that boasts a mix of global and indie names with a focus on fashion and beauty.
A new installation in the streets of the area includes her signature pink incorporated into psychedelic designs, alongside pop-art drawings of flowers, arrows, swirls and thunderbolts in vivid colourways.
“Each unique piece of wall art includes a quote from Seven Dials’ fans, calling out their favourite memories or experiences and what they are looking forward to doing upon their return,” the company said.
The designer’s very first studio in 1965 was in the area (on the corner of Neal Street in Seven Dials) and with this in mind, the designs created for the new campaign “are synonymous with the swinging 60s aesthetic, giving a nod to Seven Dials culture and the surrounding areas - a place which inspired Zandra in the early stages of her career, in particular her garment design”.
The art installation follows the implementation of daytime road closures throughout Seven Dials to ensure safe social distancing for pedestrians. Neal’s Yard has also adopted a one-way foot traffic system, and additional cyclist parking spaces will also be available for the public.
The area has been hosting impromptu live music performances every Saturday in August and this continues into the autumn until October 3.
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