A 900-room Hard Rock Hotel has opened in London, marking the first UK property for the iconic brand.
The Hard Rock Cafe was founded in London in 1971, though the Hard Rock International group is now headquartered in the US.
The new London hotel is on the corner of Oxford Street and Park Lane near Marble Arch, and was formerly the Cumberland.
Memorabilia on display includes a Kirkwood piano practiced on by a teenage Freddie Mercury, and a letter written by Buddy Holly on a previous stay at the property.
The hotel has a Rock Royalty Lounge, GMT Bar, a cocktail bar and a Rock Shop. There will also be a new 370-seat Hard Rock Cafe with a performance space, the third in London.
Guests will be given complimentary use of a Crosley turntable, and can rent a Fender guitar with headphones.
Top-end Rock Royalty rooms and suites will provide a personal concierge and access to the private lounge.
The property will be operated by London-based GLH, which owns Thistle, Guoman and Amba hotels.
Across 73 countries, there are currently 184 Hard Rock Cafes, 237 Rock Shops, 28 Hard Rock Hotels and 11 Hard Rock Casinos.
A Hard Rock Maldives is set to open this summer.
