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Carousel opens new creative hub in West End

Carousel has opened on 9-11 Shorts Gardens, Seven Dials, taking a 2,000 sq ft space.

The family-run business opened in Marylebone in 2014 as a permanent home for acclaimed creative production company, Shuttlecock Inc. Since launching, the award-winning creative hub has hosted a revolving programme of innovative press events, brand activations, private parties, guest chef collaborations, workshops and art exhibitions, working closely with leading names from a wide range of industries.

Carousel: Seven Dials will continue its innovative brand activations with a number of partners, making the space their own each month.

Split over two floors and combining exposed brickwork with plain white walls and raw concrete features, the blank canvas space is flooded with natural light. Design and fit out of each installation is co-ordinated by Carousel’s in-house team alongside the incoming brand or operator. Two large display windows fill the width of the ground floor, while glass tiles in the floor illuminate the white box basement below.

Ed Templeton, a Co-Founder at Carousel, commented, “Located right in the heart of the West End and one of London's busiest shopping districts, Seven Dials’ vibrant central London neighbourhood is the perfect location for Carousel’s next site. We are delighted to become part of such an attractive, creative area and look forward to helping the exciting brands that we work with make some serious noise.”

Sam Bain-Mollison, Head of Retail at Shaftesbury, said, “Seven Dials is home to some of the capital’s most exciting shops, restaurants, theatres and hotels, offering products and experiences that either can’t be found elsewhere or are created bespoke. The addition of Carousel will bring a vast range of creative activities, shows, events and installations on top of the existing offer.”