Hard Rock International has announced plans to open a new flagship cafe in London’s Piccadilly Circus.
The brand’s newest cafe marks the Hard Rock location to showcase Hard Rock’s modern vision, which will include a new design style, the world’s largest Rock Shop, contemporary memorabilia, and a new menu. The iconic location was strategically selected for its position in the heart of Piccadilly Circus, the capital’s entertainment hub.
Stephen K. Judge, Preside of Cafe Operations for Hard Rock International, said, “More than 47 years ago, the first Hard Rock Cafe opened its doors in my homeland, and a restaurant classic was born on Old Park Lane in London. However, all brands, even classic ones, know that to stay relevant they must evolve. Hard Rock Cafe Piccadilly Circus will embody a modern evolution of our restaurants and a wonderful representation of the brand’s future.”
David Pellow, Hard Rock Cafe’s Area Vice President of Cafe Operations, Europe, added, “Being from the UK myself, I am pleased that Hard Rock is expandin gin London. The addition of Hard Rock Cafe Piccadilly Circus further demonstrates Hard Rock’s commitment to the market, and we are thrilled to share our modern vision for the brand with the community and visitors alike.”
The more than 1,800 square metre, multi-level, state-of-the-art cafe will feature Hard Rock’s one-of-a-kind blend of music, entertainment, iconic merchandise and authentic American food and rink. The London building will showcase an open kitchen concept and Hard Rock’s new design style, which draws on inspiration from the city, including Victorian glazed tiling and the fabrics and colours of the London Underground, and a stage for live music performances will be in the main dining room.
While the new cafe will feature memorabilia from classic UK artists such as Freddie Mercury, David Bowie and George Michael, the Piccadilly Circus location will focus on memorabilia from contemporary artists such as Charli XCX, Ellie Goulding, Ed Sheeran and Amy Winehouse.
Hard Rock Cafe Piccadilly Circus will complement the classic Hyde Park location, the first Hard Rock Cafe in the world. This location has been a pivotal part of London’s music and food history since 1971 and will remain on Old Park Lane and keep its historic decor elements in homage to Hard Rock’s roots.
