60 the World Of Hospitality
Hard Rock Hotel London
Global Architecture And Interior Design
Practice Scott Brownrigg
Design New Hard Rock Hotel London, In A £100m
Refurbishment
Hotels
On the 30th April, the new Hard Rock
Hotel London opened its doors to Britain’s
capital, the birthplace of the Hard Rock
brand, in a homecoming that has seen the
Cumberland Hotel transformed with a £100
million refurbishment into the Hard Rock
Hotel London. Boasting 900 stylish rooms
and suites, two vibrant bars and the iconic
Hard Rock Cafe®, the property will serve
as a London landmark, catering to the needs
of both business and leisure travelers from
around the world.
Designed by the award-winning global
architectural and interior design practice,
Scott Brownrigg, the team spent two years
developing the designs using the brand’s
musical heritage as a starting point. David
Mason, Director of Hospitality at Scott
Brownrigg said: “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 several Hard Rock
moments including a feature drumstick
installation above the reception, the striking
central stage 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. Contrasting the traditional interior design
of the cafe, 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.
To reflect the Capital City and pay homage
to London, the original birthplace of Hard
Rock, Kate Jarret, Senior Interior Designer
at Scott Brownrigg added: “the design had
to represent the Hard Rock brand 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 cafe, we
used a rich colour scheme of gold and heritage
green that beautifully complemented the
paneled interior and large ornate memorabilia
framing.” 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 is sure to become a go-to London hotspot
once again.”