21 Jun 2016
Hard Rock returns to its roots with plans for London hotel
BY Jane Kitchen
Hard Rock International, in collaboration with glh Hotels, has unveiled plans for the Hard Rock Hotel London, to be located at Marble Arch on Hyde Park at the crossroads of Oxford Street and Park Lane.
The 900-room hotel is a conversion of the existing Cumberland Hotel, and is scheduled for completion in 2018. It will include the brand’s Rock Spa, which features a concept based around signature music-infused spa treatments, Rhythm and Motion, that utilise amplified vibrations, pressures and patterns.
Rhythm and Motion features bass vibrations that ripple through the massage table, while treble beats come from above, and therapists synchronise their movements with a curated playlist.
Treatments at Rock Spas include Synchronicity, a pulsating massage paired with hits from yesterday and today; Smooth Operator, a two-part treatment that features dry brushing and a detoxifying wrap; Face the Music, a sound vibration facial; and Wrap Remix, which includes dry brushing, massage and facial mask.
Located near the original Hard Rock Cafe, the music-inspired hotel will also include a vast lobby with live music, an on-site Hard Rock Cafe and a Rock Shop. It will feature curated memorabilia displays as well as a memorabilia vault within, housing some of the brand’s 80,000 historical pieces.
“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 Hamish Dodds, CEO at Hard Rock International.
“We look forward to completing the circle and establishing the Hard Rock Hotel in London, a legendary music city that brought the greatest styles of rock to the world stage.”
Hard Rock has more than ten hotel projects in the works, including locations in New York, Berlin’s Checkpoint Charlie and Atlanta.
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