This January, a whole new eating experience arrived in the Camden neighbourhood of London. Circus London offers gourmet Pan-American cuisine in a theatrical atmosphere that infuses every aspect of the restaurant. People are flooding into this new eatery not so much to sample the food as to experience this new and entertaining brand.

From a black steel foyer to a variety of smoky mirrors, the décor is distinctly Surrealist but also holds the promise of a fun time. The main dining room is dominated by long tables with stairs at either end, forming a sort of catwalk. Mirror balls and a dancer’s pole dominate the decorative theme. These bespoke theatrical elements do not go to waste; the restaurant is home to a constantly changing variety of live acts ranging from burlesque to aerialists. Instead of publicizing their schedule of acts, the restaurant keeps their entertainment under wraps, forcing people to visit in order to see who is playing.

These elements of suspense create a sense of mystery that is certainly not unlike a circus. People who enter the Circus London restaurant step into a dim yet sparkling world filled with unknown entertainment and delights. The sense of being an adult Alice just stepping through the looking glass cannot be escaped. This sense of modernism and mystery is a key part of the Circus London brand, and certainly attractive to young adults all over London who are always looking for something more.

“Pan-American” is a term that encompasses a wide range of cuisines, but in this case it seems to mean American favorites with a Latin American twist. In keeping with this theme, the choices on Circus London’s menu offer distinctly theatrical tastes, textures, and colours in keeping with the brand. Chipotle and tamarind chicken wings, soft shelled crab, and golden beet salad are a few examples of the colorful and tasty food. For dessert, modern American specialties such as sweet tamales and churros are offered.

The cocktails and alcoholic beverages at Circus London are particularly dramatic. There are several theme drinks that are specials of the location. In addition, Circus-goers can order cocktails for two or even punch bowls for a crowd. The effect is particularly powerful due to the garnishes and glassware in which the drinks are served, which tie into the theme of the drink in subtle yet powerful ways. The idea of this restaurant as a fun and pleasantly unpredictable place to relax with friends and view a few spectacles cannot be escaped.

Circus London offers an example for other London restaurant managers of how even a seemingly farfetched theme can be incorporated into every aspect of the brand and restaurant logo design. While many new restaurants are struggling, this one has filled tables almost every night despite the lack of a track record. While you don’t have to turn your restaurant into a circus in order to be successful, your brand needs to infuse more than your logo design in order to be inspirational to customers.