Hard Rock Hotels has unveiled its new Reverb brand (styled REVERB), which it says is designed “to be an energetic cultural hub for connection, creation and inspiration among music fans, locals, and travellers alike”.
The first hotel under the select service brand has opened next to Atlanta’s Mercedes-Benz Stadium, with further properties slated for “major US cities” in the next two years.
Reverb Downtown Atlanta offers 195 rooms across 11 floors, as well as a rooftop bar, co-working space and a lobby coffee shop / bar.
Signature features of the brand include:
- Open lobby spaces featuring Constant Grind coffee shop and bar, designed as an area “where locals and guests can come together to relax, join friends, grab a cocktail or watch an acoustic performance”
- Reverb Radio – the brand’s take on a boardroom, “designed to resemble a radio station that is available for meetings, recording podcasts or as a home to a satellite radio station”
- Co-working spaces and soundproof rooms with Fender guitars “for personal jam sessions or a quite space for private calls”
- A mix of king, double queen and “Roadie Bunk Rooms”, with fan-inspired artwork, workspaces and oversized showers
- Body Rock fitness centres with Technogym equipment
- Dedicated city guides compiled by city experts, with recommendations available through in-room Alexa devices
Hard Rock has also highlighted the brands sustainable efforts, including low flow taps, showerheads and toilets, biodegradable water bottles in rooms which can be filled at Dasani PureFill stations within the properties, and bathroom dispensers rather than single use amenities.
Commenting on the news Jim Allen, Chairman of Hard Rock International, said:
“Our guiding principle when ideating around Reverb was fostering social connections and providing a multitude of spaces for our diverse range of guests to express themselves and their passions for creativity and exploration.
“Through our extensive research, we understand the modern traveller is hungry for opportunities to connect with new people and encounter a melting pot of cultures and experiences. To meet those aspirations, we crafted a unique hotel brand that is the ultimate sanctuary for the dynamic needs of today’s travellers, but also has a clear Hard Rock feel to it through music.”
Hard Rock has opened hotels under its core brand in Amsterdam and Dublin this year, and also unveiled plans for a 523-room property in Prague.