Hard Rock Hotel

The new Hard Rock Hotel London opened on 30th April 2019, which saw the Cumberland Hotel transformed into the Hard Rock Hotel London. Boasting two vibrant bars and the iconic Hard Rock Cafe®, the property will serve as a London landmark as well as a permanent home to celebrate the heritage of the music legends that have stayed at the iconic Marble Arch location, including Bob Dylan, Madonna, Jimi Hendrix and Diana Ross. The team spent two years developing the designs using the brand’s musical heritage as a starting point. It was great to work with two established, high-profile brands - Hard Rock International and glh Hotels to create this landmark destination in the heart of London. The hotel comprises of several Hard Rock moments including a feature drumstick installation above the reception, the striking central Lounge Bar and the mirrored ceiling in the Rock Royalty Lounge. Other cues were taken from forms such as the record player master disc and the guitar fretboard to add subtle touches to the interiors. The design had to be unique and represent the Hard Rock brand in a new way for the London market. To complement such a prestigious location, we chose materials that offered a luxurious high-end aesthetic and paired perfectly with a traditional British colour palette. Within the 370 seat café, we used a rich colour scheme of gold and heritage green that beautifully accompanied the panelled interior and large ornate memorabilia framing. Contrasting the traditional interior design of the café, other areas used modern contemporary styling such as the Lounge Bar and the Rock Royalty Lounge, all of which were carefully planned to ensure the acoustics were the best they could be to facilitate live music performances and create a fantastic atmosphere for guests. The central GMT bar is eye-catching and creates an incredible atmosphere. The lighting has been carefully designed to complement the hundreds of brass fins that span the ceiling and once the sun sets the bar comes to life with a series of lighting displays. “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 on 30th April 2019, it’s sure to become a go-to London hotspot once again.” [Ian Fletcher, General Manager of Hard Rock Hotel London] The project has been fundamental to the progression and growth of our hospitality team. Upon winning the job, from the outset we wanted to push our design and create something striking and unique in the London hotel scene. Working with an established brand like Hard Rock was challenging and exhilarating. They entrusted us with their first UK hotel and allowed us to push the boundaries of their usual design aesthetic, creating a space that elevates their brand and, ultimately, making it a destination for Londoners and tourists. We are incredibly proud to have this project in our portfolio, and look forward to working with both brands again.