Hard Rock Hotel to bring its iconic "rock star service" to London

by Andrew Manns | 22 Feb 2019

Scheduled to open on 30 April – the Hard Rock Hotel London will feature a specialised "Rock Om" yoga experience with music-led meditations sessions, as well as the brand's trademark restaurant and shop.

Comprising 900 rooms, all of which were integrated into the still operating Cumberland Hotel in the West End, the new destination is the result of a collaboration between Hard Rock International and glh Hotels – the largest hotel operator in London.

Scott Brownrigg, the architecture practice in charge of the hotel's transformation, said their design not only took cues from the Hard Rock's musical memorabilia but also incorporated certain abstractions.

In a description of their vision for the project, the architects said: "Our design concept is derived from the deconstruction of music and fashion – the layers that go into the creation of music, fashion, architecture, and art.

"This is embodied in the main central lounge bar with an abstract installation of the master disc dropping into the record player, whilst memorabilia is suspended from the walls amongst taut guitar strings in a 'larger-than-life' fretboard."

Commenting on the soon-to-open attraction, Ian Fletcher, general manager of Hard Rock Hotel London, said: "Hard Rock is a world-class institution, where contemporary style and comfort meets rock star service.

"This building has stood at the intersection of British music and fashion since the 1930s and when we open in April, it's sure to become a go-to London hotspot once again."

Announced in 2016, the London property will be Hard Rock International's first hotel to debut in the UK.

The hospitality company, whose global portfolio includes assets in over 76 countries, is also gearing up to launch an Amsterdam venue in 2020.

Hard Rock Hotel  London  Scott Brownrigg  West End 
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company profile
Company profile: Alliance Leisure Services Ltd
The company’s core business is the provision of facility development and support for local authorities, educational establishments and leisure trusts that want to improve or expand the leisure products and services they offer.
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