David Bieda, Chairman of Seven Dials Trust

From as far back as the late 1950s, Seven Dials was mostly planned for demolition under the Greater London Council’s plans for Covent Garden. Details of these can be seen on the Seven Dials Trust’s exhibition. Ironically it subsequently became one of only 38 ‘Conservation Areas with Outstanding Status’ out of c 6,000 conservation areas in England. At the end of the very successful Seven Dials Housing Action Area (1977-1984) Camden’s chief executive asked us to set up an organisation to reconstruct the missing Sundial Pillar and promote environmental improvements. This and the previous studies follow Mr Nickson’s request and for many years Camden worked with the Trust to achieve Camden’s request.

This study sets out a coherent long term vision for the maintenance and improvement of the totality of the built heritage in parts of two of England’s key conservation areas, Seven Dials and Covent Garden. It follows the long Covent Garden tradition of regeneration through active conservation of the built heritage in high density mixed use conservation areas, and provides practical advice for both professionals and laypeople. The Trust has no vested or financial interest and our aim is to benefit all stakeholders, residents, businesses and the area’s many visitors from all over the world.

As the Secretary of State for Culture Media and Sport wrote in the previous edition, “Its aim is to set out a coherent approach for the maintenance and enhancement of complex historic areas, as an example for others to follow. It deals with the problems facing an historic area with a high level of economic activity.” Within the core Seven Dials conservation area it sets out ways of harmonising the streets in this unique formal townscape, the only such area in London remaining from late Stuart England.

It eschews the current tendency in the West End of treating and marketing historic areas as ‘brands’. Its proposals are rooted and built on the area’s history and have influenced enhancements throughout Covent Garden. The long process of urban regeneration began with the Trust’s reconstruction of the Sundial Pillar which helped reinvent a lost neighbourhood in our city centre.

This digital edition was made possible by our many financial supporters, a multi-disciplinary team, input from our trustees and from long-standing local residents. Its success hitherto has hinged on cooperation between the voluntary, statutory and private sectors. The past versions led to similar studies by the Covent Garden Area Trust and the St James’s Conservation Trust. Our trustees thank our outstanding multi-disciplinary team and all those whose financial contributions have made this web study possible. We hope it will continue to guide the maintenance and improvements of these much loved conservation areas in our city centre.

The study is dedicated to the memory of trustee Francis Golding (1944-2013), who chaired our environment committee.

Duncan Wilson, CEO of Historic England

The Study is well set out and provides clear accessible guidance. The Seven Dials is an immensely characterful part at the heart of the London. Its success is underpinned by its rich historic character, much of which has been restored and enhanced through the efforts of the Trust working with key stakeholders to deliver a coherent vision for the area. Given the importance of the underlying street plan to the areas historic and architectural significance it is important that future changes continue to support and enhance this. The production of the revised Study with its vision for a coherent, high quality, approach to townscape is therefore timely and to be welcomed.

As an independent study and a vision for the area, the Seven Dials Study sits outside of the national planning framework. Nevertheless, its clarity and coherent vision for managing the townscape are compelling and the interactive street and building analysis provide a very useful and accessible tool for exploring and understanding the area which will be of value to a wide audience. The vision for a consistently high quality, public realm with its use of practical and historically informed street furniture and lighting is compelling. The interactive street map is both fun to use and a valuable tool for anyone interested in the history or involved in managing the area.”

The concept of a holistic approach to the streets and buildings as a room is an effective one. The key overarching vision for a high-quality consistent approach to the management of the streets, shopfronts, and street furniture, is closely aligned with Historic England’s own Street for All guidance and with local authority conservation area and streetscape guidance. The proposed vision for updating roads and footways and accompanying interactive map is clearly laid out and presents a compelling vision for the area which will greatly improve accessibility and amenity. The large scale architectural images and streetscapes in the Building by Building section will be of use to all stakeholders.

Overall this is a commendable approach which is very much to be welcomed.

Cllr Adam Hug, Leader of Westminster City Council

The City Council welcomes the Trust’s new web study which sets out a compelling long-term vision for the totality of the built environment, including the streetscape and buildings. It now covers part of the Covent Garden Conservation Area between Shelton Street and Long Acre.

The Streets section proposes long-term improvements providing consistency and detail across the two borough’s border and is aligned with the principles laid-out in our 2021 ‘Covent Garden Public Realm Framework’. It also includes the importance and the appropriateness of public realm elements like lighting, refuse bins and bollards, but also detail to pavement materials and al fresco dining, all with great attention to historic context and detail.

The Building by Building section, with its excellent architectural images and detailed commentaries on each building with proposals for improvements, will be of use to both applicants and to our planning department. The interactive map is easy to use and informative to apply the guidance on a specific location.

Overall, this web study will be of use to all stakeholders, whether building owners, planners, applicants or residents and we commend the Trust for producing such a useful publication.

Cllr Danny Beales, Camden Cabinet Member for Planning

Seven Dials is a vibrant and historic part of our capital. I am therefore delighted to welcome this updated technical reference for all those who care about the conservation and renewal of the area.

The latest version of this handbook has taken on board the views of residents, businesses and the complex mixture of interests that co-exist in this historic part of London and significant effort has gone into making it user friendly as an interactive online tool.

For over thirty years now the handbook has been used as an invaluable reference and to help guide development, maintenance and street works to ensure the special character of Seven Dials is preserved and enhanced. Long may this continue, and thank you to all those who have contributed to this excellent document, past and present, as it continues to shape the future of Seven Dials.