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Chief Executive of Shaftesbury, Brian Bickell was celebrating the exclusive Pride pop-up store opening at 53a Neal Street, Seven Dials, alongside Alison Camps, Co-Chair of Pride in London. The ‘Street Party’ Pop-up store is in conjunction with Pride in London 2019 and Mary Portas ‘Queen of Shops’, and is open to the public until 12 July.

2019 marks the third year running in which a dedicated site has been donated by Shaftesbury, who hold significant ownership within Seven Dials and are long-standing partners of Pride in London.

Brian Bickell, Chief Executive of Shaftesbury commented on the Seven Dials pop-up launch: “This dedicated Pride space is a welcome addition to Seven Dials, where the sense of community and equality is so strong. We’re delighted to once again partner with Pride in London and provide a hub for the significant Jubillee celebrations and conversations within the heart of the West End.”  

Kieron Yates, Head of Retail and Merchandising at Pride in London, added: “We’re really excited to have launched such a fantastic space for our pop-up once again, and of course we’re looking forward to helping kit everyone out for Pride this year - with a great range of clothing, flags, badges and more, for every community. The store also serves as an incredibly important space for community groups, and we’re working on a fantastic programme of events curated by a wide variety of organisations, meaning there will be something for everyone.”

Pride in London takes place in the capital on Saturday 6th July. The 2019 celebration will be particularly significant as the theme - #PrideJubilee - looks back over the last 50 years of activism, protests and victories since the Stonewall Uprising; the night that started a global movement.

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Notes to Editors

About the Pride Pop-up Store

The ‘street party’ themed anniversary store will act as a traditional shop as well as providing a space for the LGBT+ community to connect, share and host a series of one-off events. Pride in London partner has produced Pride-themed products for the shop, alongside the official merchandise which includes clothing, lifestyle products and an exclusive Pride Gin.

Mary Portas’ creative agency, Portas, worked with Pride in London to curate the design of the ‘street party’ themed Seven Dials' anniversary store, with posters and archive footage used as inspiration for the look and feel.


About Shaftesbury

Shaftesbury owns and manages a 15.1-acre property portfolio in the liveliest parts of London’s West End. Focused on restaurants, leisure and retail in the highly popular, sought-after and prosperous locations of Carnaby, Seven Dials and Chinatown, it also includes substantial ownership in East and West Covent Garden, Soho and Fitzrovia. The portfolio comprises 599 shops, restaurants, cafés and pubs extending to 1.1 million sq. ft., 599 apartments and 0.5 million sq. ft. of offices.

We focus on the sustainable re-use of existing buildings and aim to minimise the environmental impact of our operations across the business.

We are committed to engaging and working with the community in which we operate. We align our activities and support with organisations which are active in the West End, including those which support the arts, community groups, schools and charities, and those which focus on local social issues and environmental changes.  


Seven Dials   

Seven Dials is home to 95 shops, including international flagships and concept stores, renowned beauty and grooming salons as well as over 90 vibrant cafes, restaurants, bars, pubs, and a thriving residential community. The area comprises of Monmouth Street, Earlham Street, Neal Street, Shorts Gardens, Neal’s Yard, Endell Street, Shelton Street, Mercer Street and the Seven Dials Sundial Pillar. Combined with two luxury hotels, five theatres, two private members clubs, a large number of apartments and offices, Seven Dials is a unique retail and leisure destination in the heart of London.



About Portas

Portas is an independent full-service creative agency specialising in retail. The agency’s founder and Chief Creative Officer, Mary Portas, is a world-respected retail expert who has advised retail boards and governments through decades of change in how, where, and why and when we shop. Portas make shopping brilliant.


About Pride in London

Pride in London is a not-for-profit organisation wholly run by a group of around 150 volunteers who are passionate about equality and diversity. Together, they run the UK’s biggest, most diverse pride, providing a platform for every part of London’s LGBT+ community to raise awareness of issues and campaign for the freedoms that will allow LGBT+ people to live their lives on a genuinely equal footing.

In 2018 more than 1 million people came to support Pride in London with 30,000 people marching in the largest Parade to date, comprised of over 450 different groups from community organisations and charities to public services and LGBT+ employee networks from the country’s leading businesses. It is the city’s biggest one-day event, and one of the world’s biggest LGBT+ events in the world, reaching millions globally through content across the year.

Last year the core team of volunteers contributed more than 71,000 hours to Pride in London, with a monetary value of over £2.1m, and were rewarded with the prestigious Queen’s Award for Voluntary Service.

This year’s Parade takes place on Saturday 6th July alongside entertainment and campaigning in Trafalgar Square and Soho. More information is available at