From Notorious Slum to Coveted Destination: The Remarkable Story of London’s Seven Dials

LONDON, 18 January 2026 – Nestled in the heart of Covent Garden, Seven Dials stands as one of London’s most distinctive urban landscapes. Its unique star-shaped layout, conceived in the 1690s, has witnessed a dramatic transformation from a byword for poverty and vice to a thriving hub of independent retail, gastronomy, and culture. This journey, spearheaded by decades of dedicated conservation, represents a national exemplar of urban regeneration.

A Baroque Vision That Became a Victorian Slum

The area was the ambitious project of Thomas Neale, MP, a prolific entrepreneur and Master of the Mint. In the early 1690s, he designed a radical star-shaped plan with seven radiating streets to maximise the number of rental properties on the former Marshland Fields. At its centre, he commissioned master stonemason Edward Pierce to erect a magnificent Sundial Pillar, featuring six dials with the column itself acting as the seventh.

Despite Neale’s hopes of creating a fashionable address, the area quickly declined. By the 19th century, Seven Dials had become one of London’s most notorious slums, or “rookeries,” infamous for its gin shops, poverty, and crime. Charles Dickens vividly described its maze-like, oppressive atmosphere in his Sketches by Boz, while poet John Keats lamented it as a place “where misery clings to misery for a little warmth.” The original Sundial Pillar was removed in 1773 by authorities attempting to disperse the crowds of “undesirables” it attracted.

The Modern Revival: Conservation Over Demolition

The area’s fortunes reached another low in 1974 following the relocation of Covent Garden Market, leaving widespread dereliction. It was saved from comprehensive redevelopment by a vigorous community campaign. Designated a Conservation Area of Outstanding status, the subsequent revival was driven by the Seven Dials Trust, in partnership with local authorities and landowners.

A pivotal moment in this regeneration was the reconstruction of the Sundial Pillar in 1989—the first project of its kind in London since Nelson’s Column in the 1840s. Unveiled by Queen Beatrix of the Netherlands, it symbolised the area’s rebirth. The Trust’s ongoing work, including its acclaimed Renaissance Study, has focused on holistic improvements to the public realm, preserving the historic fabric while encouraging new business.

Seven Dials Today: A Dynamic Urban Village

Today, Seven Dials is a prosperous commercial neighbourhood. Its seven streets—Earlham Street, Mercer Street, Monmouth Street, Shorts Gardens, Neal Street, Shelton Street, and Tower Street—are home to over 90 fashion, beauty, and lifestyle stores, and more than 50 restaurants, cafés, and bars. The area is a magnet for independent and sustainable brands, recent openings including menswear labels NN.07, Form&Thread, and Wax London.

Major draws include the vibrant Seven Dials Market food hall in the former Thomas Neal’s Warehouse and the colourful, bohemian courtyard of Neal’s Yard. The area also boasts significant cultural venues like the Cambridge Theatre, home to Matilda the Musical, and the Seven Dials Playhouse.

Key Facts & Figures

Looking Ahead: A Continued Focus on Placemaking

The management of Seven Dials continues to focus on enhancing the visitor experience while preserving its unique character. Initiatives like the temporary pedestrianisation for the ‘Festive Saturday’ event last December highlight ongoing efforts to rebalance the streets in favour of people. The Public Realm Strategy developed for Camden Council outlines a long-term vision for improving pedestrian connectivity and the quality of the shared spaces within this historically dense and busy part of central London.

Frequently Asked Questions

What is the Seven Dials Trust?

The Seven Dials Trust is a charitable organisation founded to protect and enhance the Seven Dials area. It owns and maintains the Sundial Pillar monument and works in partnership with local authorities, major landowners like Shaftesbury Capital, and other stakeholders to care for the public realm and promote the area’s special architectural and historic character.

Why are there only six sundials on a column called Seven Dials?

The original 1694 design by Edward Pierce featured six sundial faces. The seventh “dial” is the column itself, which acts as the gnomon (the pointer that casts the shadow) for the dial on the horizontal top plate.

How do I get to Seven Dials?

The nearest London Underground stations are Covent Garden (Piccadilly line), Leicester Square (Northern and Piccadilly lines), and Holborn (Central and Piccadilly lines), all within a roughly 10-minute walk. Numerous bus routes serve the surrounding streets of Charing Cross Road and Shaftesbury Avenue.