The 900-bedroom hotel at Marble Arch will be re-branded and re-open as Hard Rock Hotel London in summer 2018. It will continue to be operated under the Hard Rock franchise by glh.
Main changes to the hotel will be a re-positioning of the main lobby area which will host live music and serve signature cocktails. The hotel will also feature a Hard Rock Cafe, a signature restaurant, speakeasy bar and spa. A Rock Shop will also be on site selling the brand's iconic merchandise.
Glh chief executive Mike De Noma said: “With Hard Rock’s proven track record of world-class service and hospitality, combined with glh Hotels’ extensive operating skills and expertise in the region as the largest hotel owner-operator in London, we are confident the future Hard Rock Hotel will be a success and we look forward to continuing to grow our collaboration.”
While London has been home to the original Hard Rock Cafe since 1971, the city has waited longer for a hotel. It will become the 24th Hard Rock Hotel to open globally.
“From our foundation in 1971 with the opening of the first Hard Rock Cafe in London to the many days and nights spent at the legendary Hard Rock Calling festival in Hyde Park, London has always been a special city as the birthplace of our brand,” said Hard Rock International chief executive Hamish Dodds.
“We look forward to completing the circle and establishing the Hard Rock Hotel in London, a legendary musical city that brought the greatest styles of rock to the world stage.”
Hard Rock International has grown its business rapidly over the last year, adding 10 new projects including Hard Rock Hotel New York, Hard Rock Hotel Berlin Checkpoint Charlie and Hard Rock Hotel Atlanta.
The company currently runs 164 cafes, 23 hotels and 11 casinos in 69 countries.