Nov 22, 2022
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Seven Dials welcomes four new flagship openings

Nov 22, 2022

The allure of the Seven Dials shopping destination in London’s Covent Garden continues. The Shaftesbury-operated area has attracted four new flagship stores on Neal Street: minimalist fashion brand Absence of Colour; independent retailer Mr Jones Watches; the creative activation run by community organisation My Runway Group; and lifestyle brand Rockett St George.

They join Seven Dials’ “diverse array of creative and aspirational brands [in] the heart of London’s West End. 

Monochrome fashion brand Absence of Colour has opened at 54 Neal Street. The retailer is working with artist Zoe Allen to feature a bespoke Absence of Colour-inspired art installation at the store and fit out the 650 sq ft space in the brand’s signature minimalism.

Mr Jones Watches has opened at 53 Neal St, featuring its signature collection of experimental and unique designs in the 364 sq ft space. Designed with a “flamboyant and bold” interior, the store houses the brand’s collection of 30 watch models, exclusive new releases, a personalisation station, and its own range of T-shirts.

Creative community empowerment organisation My Runway Group has opened in a 964 sq ft space at 29 Neal Street. The store has been curated to bring together over 200 small black-owned businesses in one place, and over the course of its tenancy it will double-up as a space to hold community-focused initiatives such as workshops, masterclasses and events “for emerging creatives within the community”. 

Launching its 1,000 sq ft flagship on 70 Neal Street is interiors retailer Rockett St George. With the purpose of “breaking free from typical chain store collections by sourcing authentic, eclectic and quirky pieces”, it offers unique furniture, lighting, kitchenware, art and gifts.

Vishal Shroff and Heba Hallgrimsdottir, Directors of Absence of Colour, said: “Our new store is our biggest location yet and our first standalone space, and we are especially excited to collaborate with artist Zoe Allen to ensure the space is true to Absence of Colour’s trademark monochrome style.”

Samantha Bain-Mollison, Retail Director at Shaftesbury, added: “Seven Dials is a hub for aspirational and creative brands, and the recent openings… are exciting additions that reflect the spirit of our destination. We are always seeking to diversify our community through the innovative curation of our tenants and the flurry of retail activity on Neal Street is demonstrative of that.”

The news follows a busy 2022 for Seven Dials with the opening of British fashion brand The Ragged Priest on Neal Street, as well as lifestyle brand Adorn the Common, and sustainable women’s performance-wear brand Dai, both located on Monmouth Street.

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