Shaftesbury unveils Seven Dials @ Home campaign with area's key brands
London landlord Shaftesbury has announced a new digital initiative, Seven Dials @Home. The aim is “to ensure the community and consumers can remain connected to Seven Dials during the lockdown”. Included is curated content created in partnership with Seven Dials’ retailers and restaurants for their social media followers.
Participating brands include Caudalie, Nudie Jeans, Benefit, Dinny Hall and Tatty Devine, among others. They’re offering content such as “bespoke video tutorials, make-and-enjoy-at-home classes, as well as guides on wellbeing and health”.
The launch coincides with the opening of the Seven Dials Market Cornershop by Kerb, operator of Seven Dials Market. It’s a reflection of the increasing importance of food in the neighbourhood that has become a key London beauty and indie fashion hub.
Karen Baines, Head of Group Marketing and Communications at Shaftesbury, said: “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.”
The campaign launch follows news that Shaftesbury’s board is taking a 20% salary cut for three months. The company has also created a Community Fund equivalent to the cost savings from the board “to aid community partners in providing support where it is most needed during the current situation”.
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