Shaftesbury has announced the introduction of a digital initiative to ensure the community and consumers can remain connected to London's Seven Dials during the lockdown.
Called Seven Dials @ Home, the campaign features curated content created in partnership with Seven Dials’ restaurant and retail occupiers for their social media followers.
Participating brands including, Another_Space, Homeslice, Flesh & Buns, Lumas, Caudalie, Nudie Jeans, Benefit, Dinny Hall and Tatty Devine, who between them are offering bespoke video tutorials, make-and-enjoy-at-home classes, as well as guides on wellbeing and health.
The launch of Seven Dials @ Home also coincides with the opening of the Seven Dials Market Cornershop by Kerb, operator of Seven Dials Market.
A one-stop, digital delivery service modelled on traditional cornershops, the Cornershop is a dedicated website via which customers can order small or large veg or fruit and veg boxes. Also available is a range of wines, softdrinks, cocktail kits and beers, including the signature Seven Dials Pilsner, as well as links to Seven Dials Market traders providing their own home delivery service.
The creation of the Cornershop is in response to the current lockdown, with the website providing anyone within the M25 the ability to have produce delivered conveniently and safely. It builds on the ‘tastes like London’ ethos of Kerb’s Seven Dials Market, its first-ever permanent home that opened in September last year in a 24,000 sq ft former warehouse at the heart of Seven Dials.
Karen Baines, Head of Group Marketing and Communications at Shaftesbury, commented, “Seven Dials @ Home is a collaboration amongst the Seven Dials community that will enable our customers, retailers and restaurants to continue to engage and support one another during this time.
'The digital campaign series is designed to create connections and inspire conversations as we would do in our physical space.
'Kerb’s Seven Dials Market Cornershop adds to this by offering people living in the West End and greater London another important and convenient service whilst supporting local businesses, which reflects the community ethos we share with KERB.”
Simon Mitchell, Managing Director of Kerb and curator of Seven Dials Market, added, “The Cornershop has been created to help the tens of thousands of Londoners that have made Seven Dials Market such a success.
'Our aim is to make things a little easier for people living in the West End during the lockdown, while at the same time benefitting our traders and suppliers as they too navigate this exceptional time.”
The launch of Seven Dials Market Cornership and Seven Dials @ Home follows the announcement by Shaftesbury’s board of a waiver of 20% of executive director base salaries and pension contributions, and non-executive director fees, for the next three months.
Shaftesbury has created a Community Fund equivalent to the cost savings from the board remuneration waivers to aid community partners in providing support where it is most needed during the current situation.