Shaftesbury has today announced the signing of art retail concept, The Hook, for its first central London showroom in Seven Dials. The experiential art gallery is the latest innovative brand to join Seven Dials’ creative community and is set to open a 1,588 sq ft space on 37A Neal Street this September.

Founded in 2021, The Hook is committed to creating an approachable, omnichannel and consumer-focused experience that is designed to educate, and not intimidate, both instore and online. The Hook has something for everyone, showcasing an edited selection of artwork across a variety of styles and subjects from both emerging and established artists.

The Hook will join the authentic and creative art community in Seven Dials, consisting of the Lumas Gallery, Adorn the Common and Unit X, and plans to host workshops, exhibits and events that welcome both art-lovers and first-time collectors into the space. All visitors will benefit from support in every aspect; from consultation to ensuring customer satisfaction, with artwork coming hand-framed and ready to hang in high quality bespoke frames.

Brooke Freeman, Founder of The Hook, commented, “Our upcoming launch in Seven Dials is a big moment for us, we are incredibly excited to open our doors to our first central London location. We are committed to making collecting art welcoming and fun, and the community is central to this. With approachability and selection at the forefront of our ethos, it was important for us to find a destination which reflected these values. Seven Dials is the ideal creative hub and the unique Neal Street location, surrounded by many other authentic brands, is the perfect location for our customers to experience our space.”

Samantha Bain-Mollison, Retail Director at Shaftesbury, added, “Seven Dials is a creative community, and we are pleased to be welcoming The Hook and its unique approach to art discovery later this year, adding to our independent and authentic line-up.  Their store concept will provide an experiential element for our visitors to explore and discover all that Seven Dials has to offer.”

The announcement of The Hook’s upcoming arrival at Seven Dials follows the recent opening of other art and lifestyle brand Adorn the Common, and join Vintage Threads and signings of a diverse range of brands including design-led watch retailer Mr Jones Watches on Neal Street.


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