Dezeen Magazine


Seven Designers for Seven Dials audio guide

London Design Festival: we've recorded each of the Seven Designers for Seven Dials explaining their aerial installations curated by Dezeen and compiled them on an interactive map of the area. Click on the icons in the image above to explore pictures and audio for each project.

Structures by young designers Faye Toogood, Vic Lee, Paul Cocksedge, Philippe Malouin, Aberrant Architecture, Gitta Gschwendtner and Dominic Wilcox are installed above the streets of the Seven Dials area of Covent Garden, London.

There are little exhibits on each one at our pop-up shop Dezeen Super Store at 38 Monmouth Street, where you can still get 10% off any Dezeen Super Store purchase (excluding sale stock and Jambox) and enter our competition to win a designer watch worth £150 by downloading this flyer and presenting it at the shop.

Dezeen has also put together a free map to chart all the events at this year's London Design Festival. Explore the large map here.

The Seven Designers for Seven Dials installations will be in place until 5 October and Dezeen Super Store is open until 30 September.

See all our stories about the London Design Festival here.

Seven Designers for Seven Dials audio guide

Above: 7 x 7 by Faye Toogood - hanging high above the heads of passers-by on Monmouth Street, Faye Toogood’s installation is a series of 49 outsized workers’ overcoats, representing the different trades within Seven Dials that have shaped the area over the years.

Seven Designers for Seven Dials audio guide

Above: Aerial Escape by Gitta Gschwendtner - German-born designer Gitta Gschwendtner has also taken inspiration from the area’s slum history, when each of the seven apexes facing the Seven Dials monument housed pubs linked by underground escape tunnels. In Gschwendtner’s installation, seven interconnected ladders link two windows either side of Earlham Street to seemingly provide an escape route across the road and beyond.

Seven Designers for Seven Dials audio guide

Above: The Birds of Seven Dials by Dominic Wilcox - London designer Dominic Wilcox has created an arch across Neal Street made out of empty bird cages, symbolising Charles Dickens’s description of Seven Dials as a place full of bird shops. Each cage is left open to symbolise the memory of the bird shops and birds long departed from the street.

Seven Designers for Seven Dials audio guide

Above: Catchpenny Quackery by Aberrant Architecture - Aberrant Architecture’s installation consists of 18 large metallic coins hanging above the street. Each coin features a unique symbol that advertises one of the bogus products and services that used to be offered by quack doctors in the Seven Dials area in years gone by.

Seven Designers for Seven Dials audio guide

Above: Bunting by Philippe Malouin - Philippe Malouin has erected a giant installation of bunting made from transparent PVC to celebrate and highlight the Seven Dials area and its landmarks. Blown by the wind, the sixty bunting lines point the way to the Seven Dials monument.

Seven Designers for Seven Dials audio guide

Above: Illustrations by Vic Lee - London-based illustrator Vic Lee has created a series of flags that draw on the shady history of the Seven Dials area. The illustrations incorporate the old street names during the 17th and 18th centuries, a time when Seven Dials was a slum famous for its gin shops.

Seven Designers for Seven Dials audio guide

Above: Dial by Paul Cocksedge - Paul Cocksedge has suspended a mysterious interactive installation called Dial, consisting simply of a large floating telephone number suspended between two buildings. Only those curious members of the public tempted to call the number will discover its secret.

Seven Designers for Seven Dials installations curated by Dezeen

Photographs are by Mark Cocksedge.

Dezeen's London Design Festival map


The map above is taken from Dezeen's guide to the London Design Festival, which lists all the events going on across the city this week. We'll be updating it over the coming days with extra information on our highlights so keep checking back. Explore the larger version of this map here.