Alex Proud: ‘I don’t think anyone’s done it quite like this’
Veteran nightlife impresario Alex Proud is making a high-street comeback with Sinners, a daring new immersive cabaret and dining experience opening June 25 in Shoreditch. Ditching the traditional stage, Sinners delivers a full-throttle theatrical production right in the audience's midst, with three performance zones, a multi-course menu, and Proud’s signature flair.
This marks a strategic pivot post-pandemic. “The old destination venue model is dead,” says Proud, noting the shift in consumer habits toward visible, street-level spaces. Upstairs, the all-day Eden Lounge opened in May, offering coworking, community events, and a value-driven daytime menu — including a Bloody Mary Sommelier at weekend brunch.
Proud is betting cautiously on growth, eyeing sites like Battersea Power Station, but plans to expand only if the Shoreditch concept proves successful. Sinners will launch without a late licence but aims to adapt to local demand.
In a crowded experiential market, Proud believes Sinners will stand out. “This isn’t karaoke or themed dining — it’s high-end cabaret with serious production and proper food,” he says. If it lands, regional rollouts in cities like Manchester and Liverpool could follow.
In Proud’s words: “We’re not just launching a venue — we’re rewriting the playbook. Sinners is our answer to everything that’s changed. And I think it’s going to be electric.”
