The store, designed by our in-house creative team Dezeen Studio, is open until 10 July.
The store features a installation of Plumen energy-saving lightbulbs.
The bulbs, which won the Brit Insurance Design of the Year award this year, are on sale in the store.
Watch display units are made from collapsible dog cages bought at a pet shop.
The cages contain light boxes and are stacked architecturally in voids built for the store's previous incarnation as a beauty products shop.
The Seven Dials district has recently rebranded as a destination for contemporary and modern retailers alongside heritage labels.
Dezeen Watch Store pop-up
55 Neal Street
London WC2 9PJ
29 June – 10 July 16 July 2011
10am – 8pm Monday to Saturday
12pm – 6pm Sunday
Above: VOID watches.
Above: Gravity by Ziiiro.
Above: Mercury by Ziiiro.
Above: 100 Series by Uniform Wares.
All photos are by Luke Hayes.