London & South East Premier Hospitality


Ethos, West End of London, Oxford Circus
Written by Roma Publications

Ethos, West End of London, Oxford Circus

Situated on Eastcastle Street in the West End of London and moments from Oxford Circus, is the new Ethos restaurant offering deliciously different healthy, meat-free food to the high street.

Based in a premium and chic setting, the restaurant offers a contemporary self-service concept based on the design brief which revolved around the idea of quality and abundance.

The brainchild of entrepreneur Jessica Kruger, the concept for Ethos was brought to life by I-AM Associates. Rather than serving food in a standard buffet configuration, the design elevates the dishes and presents them in a beautifully abundant manner, tempting customers to sample them all.

The interior and lay out has been carefully crafted to optimise customer flow and to provide a dynamic environment in which to dine. Project Manager Alison Anderson and Kitchen Specialist Paul Martin of Modo, also ensured that all ran smoothly with the renovation.

The project began in September 2013, with Sanjai Dhar of Ridgeway Limited appointed as the main contractor. Previously the site held dim sum eatery Ping Pong, however it has now been transformed into a contemporary new restaurant, which is due for completion in September 2014. The venue is a 250²m space on the ground floor, hosting 74 covers inside and 12 covers outside.

The main materials featuring most prominently in the build are ceramic tiles, iroko timber and brick slips, topped off with a blend of brass and stainless steel along with gold, black and white powder coated surfaces. Premium black Port Laurent and white Calcatta marble was adopted for the counter and food display pods, with the seating area a blend of timber and marble finishes.

Ethos, West End of London, Oxford Circus

Against a neutral palette, the interior is highlighted by touches of blues, golds and silvers, making for a discrete yet luxurious atmosphere. Blue tones feature in upholstery of the banquette seating, with black and neutral loose furniture finishing the space off stylishly.

Birch trees make for a striking feature in the design, with over 4m high trees standing majestically in the main space. They deliver a natural and organic element, whilst complementing the largely neutral palette.

The exterior of the premises is a combination of vertical iroko wood panels kissing the glass shopfront behind, adding a touch of sophistication. The colour of the exterior is golden timber mixed with gold, dark grey and deep blue, keeping with the neutral yet chic overall colour scheme. Signage was integrated by NSI Limited and the Joinery works conducted by DG Interiors.

Facilities within the venue include a dining area, full service kitchen, two male toilets, two female toilets and one disabled toilet. Ethos will operate on a full license (until 12am). The eatery also provides a packaged food option for those who wish to take food away and eat at home.

Ethos, West End of London, Oxford Circus

Speaking to James Coates of I-AM, Premier Hospitality wanted to find out a little more about the project. James, who led the 3D Design team on the project said:

“The key design is built around the idea of the ‘fruit of the forest’, related to the natural ingredients used in the food. We also wanted to give the idea of abundance, as you would find in a forest. We used birch trees to highlight that connection. Also, the buffet is served on circular counters and the self-service pods give the idea of abundance.”

James added:

“This project has been very important to us, as it is a very innovative concept which pushes the boundaries of self-service restaurants. It was also the first vegetarian restaurant we have worked on. So in terms of design there was a particular focus placed on what techniques could be used to preserve the different temperatures, from cold to hot for the food on display.

Ethos, West End of London, Oxford Circus

“We loved working on the project as it was something new and gave us the chance to design in an entirely different way, exploring an innovative sector in the hospitality industry.”


48 Eastcastle Street, London W1W 8DX


Ethos, West End of London, Oxford Circus


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