Mon 18 Oct 2021



The launch ofProud Embankment in the heart of London’s West End synced with a revival and a rejuvenation of the classic cabaret show. There is no better time for this fringe art form to make a comeback.

Alex Proud has always been a passionate spokesperson on the importance of protecting the diversity of London’s nightlife. When Proud lost the license on Proud Camden; the infamous music venue, that had become famous for nurturing new British talent such as up and coming stars Ed Sheeran and Amy Winehouse, Alex Proud might have been forgiven for throwing in the towel on the nightclub industry.


Instead, Proud rose out of the ashes to come back stronger. Alex Proud opened one of London’s largest super clubs; the spectacular Proud Embankment. Situated in an iconic building just under Waterloo Bridge on the North bank of the Thames, with a double height atrium and mezzanine viewing platform this venue is designed to host high octane, maximum impact acrobatic, aerial and circus performances. Opulently decorated with lavish gold details, customers can enjoy the show up close from intimate ground floor VIP banquettes, or in style, from first floor tiered theatre style seats.


With Asian fusion food supplied by Michelin trained Executive Head Chef Antonio Vacca, guests are invited to indulge all their senses whilst they sit back and prepare to be amazed by a celebrity lead, International line up of award winning performers.

Where Proud led, others quickly followed suit. With West End venues launching huge new shows, inviting guest performers and introducing careful choreographed and themed programmes to compete. Cabaret was attracting a new, younger audience and both mainstream theatres and the alternative crowd started to sit up and take notice.

Cabaret is an ever-evolving art form and the West End has always been one of its most willing supporters but the last few years seem to have witnessed a celebration of performance, flamboyance and diversity within the cabaret world. From the latest revival of the original ‘Cabaret’, starring Jessie Buckley and Eddie Redmayne, to the explosion of new Boylesque performers (many of which perform on the Proud stage), not forgetting the nation’s obsession with RuPaul’s Drag Race, and the platform that is providing to so many homegrown drag stars  and the truly fabulous initiative, recently hosted at Proud: Drag Syndrome. There is no limit to the variety and innovation of London’s cabaret scene, and Proud remains at the forefront of its development.


Unfortunately, Covid dealt a harsh blow to the London hospitality sector, but Proud is one of the businesses to have battled on, and Alexander Proud continues to invest in the shows and the venues to give customers something exciting to come back to time and time again.

“If you produce the best then you’re always going to be successful. We’re lucky enough to have this stunning venue where 450 people can sit down and eat and watch a show, which makes it more like a New York theatre or a Vegas superclub. It’s that spectacle, that scale, that glamour, that sense of literally walking into the past… that’s what sets us apart” says Alex Proud.


Step into the clandestine world of London’s most cherished cabaret and secret society, where whispers reign supreme and secrets are sacred. Welcome to the enchanting realm of the “Secret Cabaret Society,” a hidden gem nestled deep within the vibrant heart of the city.