By combining their creative minds, I-AM together with entrepreneur Jessica Kruger have brought the Ethos concept to life. This unique restaurant is located near Oxford Circus in Central London. Being defined by a contemporary and fast-casual concept, Ethos offers a colorful and tasteful variety of food. The lay out of the restaurant has been carefully designed in order to provide a dynamic environment and optimize customer flow. Instead of choosing the standard self-service buffet configuration, the food is served on circular counters made of marble to suggest the idea of abundance. To give a luxurious yet discrete atmosphere, for the interior touches of blues, golds and silvers were used against a neutral pallet.
The seating area is made of a mix of timber and marble while for the upholstery of the banquette seating, tones of blue with black and neutral furniture were chosen. Birch trees that are over 4 meters high dominate the main area and in the same time they deliver a natural and organic element. For the exterior, wood panels that blend with glass were used, being covered with a combination between gold, grey and blue. Even though, Ethos is a vegetarian restaurant, due to its design that elevates the dishes and its healthy and tasty food, it successfully attracts meat and non-meat eaters.