Seven Dials is a small road junction in Covent Garden in the West End of London where seven streets converge. Seven Dials was originally laid out by Thomas Neale, MP in the early 1690s, who cleverly laid out the area in a series of triangles to maximise the number of houses as rentals were charged per foot of frontage and not per square foot of interiors.
The names of the seven streets were chosen with the intention of attracting affluent residents, however some of the names have subsequently been simplified or changed because of duplication with other streets in London. They were originally: Little and Great Earl Street (now Earlham Street), Little and Great White Lyon Street (now Mercer Street), Queen Street (now Shorts Gardens) and Little & Great St. Andrew’s Street (now Monmouth Street). Some of the original street signs can still be seen attached to buildings in the area.
Bringing you seven streets of independent boutiques, heritage brands, British and international labels, indulgent beauty and grooming salons alongside luxury hotels, award winning theatre shows and more. Today we collaborated with fashion and lifestyle brands.