Burgerity

Five burgers sit on the sketched menu, and each is named for a kind of fame: The King Stack, The Goat Smash, The Mogul Melt, The Diva Deluxe and The Visionary Veg. The goat is the sporting kind, not the farmyard one. Read the list aloud and you can almost see who would order what. That is the brief Burgerity sets itself: fold burger into celebrity, then build the room where people from the red carpet would want to eat once the cameras are put away.

The sketches take the idea at its word. They show a black stone frontage with a gold wordmark lit from beneath, chandeliers glowing in the upstairs windows and a low sports car resting at the kerb. Inside, a double patty under caramelised bacon arrives on blue-and-white china beside a folded satin napkin. Nothing about it is shy, and the line under the logo on the menu poster, 'Where Burgers Meet Icons', says as much.

The suffix does the work. '-ity' is the ending of celebrity, and also of prosperity and quality, words for something a place either has or lacks. Bolted onto a food as democratic as the burger, it sets up a pleasant tension: the burger stays a burger, but it changes into a dinner jacket for the evening. A buyer could keep the joke running for years, adding a new burger for every kind of guest the room hopes to welcome, and the .com would carry all of it.