Seven Dials

Although the rebranding of Seven Dials as a shopping destination happened very recently, the name in fact dates back to the 18th century. MP Thomas Neale wanted to attract wealthy residents to the area, and he laid out the seven streets in such a way that the maximum number of houses could be built for the most profit. Unfortunately Seven Dials never flourished in the manner Neale had envisaged, and instead of becoming a fashionable West End haunt. It was soon hit by poverty and turned into a slum; gin shops abounded here at the height of the city’s problems with the spirit. Nowadays Seven Dials is closer to Neale’s ideal, home to hotels, theatres, boutiques and restaurants. In terms of fashion you’ll find everything from luxury underwear Coco de Mer to American Apparel, as well as restaurants like Hawksmoor Seven Dials and L’Atelier de Joël Robuchon, the Crazy Bear member’s club, and the five star Covent Garden Hotel.