London’s Cumberland Hotel is to be rebranded under the Hard Rock Hotels brand, in a partnership between Hard Rock International and GLH Hotels.
The 900-room property – currently under the Guoman Hotels portfolio – will be rebranded in the summer of 2018, and will feature an onsite Hard Rock Café, a Rock Shop, Rock Spa, and “a vast, welcoming lobby lounge offering guests signature cocktails and live music”.
There will also be curated memorabilia displays, and a “memorabilia vault”, “housing some of the brand’s more than 80,000 historical pieces”.
The hotel is located on Great Cumberland Place, close to Marble Arch Station, and according to GLH was once a frequent host to guitarist Jimi Hendrix.
Commenting on the news Hamish Dodds, CEO Hard Rock International said:
“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.
“We look forward to completing the circle and establishing the Hard Rock Hotel in London, a legendary musical city that brought the greatest styles of rock to the world stage.”
There are currently 164 Hard Rock cafes, 23 hotels and 11 casinos across 69 countries, with new projects including Hard Rock Hotel New York, Hard Rock Hotel Berlin Checkpoint Charlie and Hard Rock Hotel Atlanta.