Hard Rock International recently debuted its new flagship location in London’s iconic Piccadilly Circus providing a look into the new brand vision for Hard Rock Cafes globally. The brand’s newest Cafe marks the first Hard Rock location to showcase its modern image.
Hard Rock Cafe Piccadilly Circus includes a new design style, the world’s largest Rock Shop®, contemporary memorabilia and the brand’s recently launched new menu innovation, which is headlined by the 24-Karat Gold Leaf Steak Burger™ and One Night in Bangkok Spicy Shrimp™. The location was strategically selected for its position in the heart of Piccadilly Circus, London’s entertainment hub, to reflect the lively atmosphere synonymous with the brand.
“We are thrilled to open the doors of our new flagship location in Piccadilly Circus. As our first Cafe opened in London in 1971, the brand has a deep history in this city. Through this new location we’re staying true to our roots, while providing a modern vision to our classic style,” said Stephen K. Judge, President of Cafe Operations for Hard Rock International. “The Piccadilly Circus Cafe brings brand innovation to the forefront with the modern design of the Cafe and our new menu that offers guests a world-class dining experience.”
The more than 19,000-square-foot, multi-level, state-of-the-art Cafe features Hard Rock’s one-of-a-kind blend of music, entertainment, iconic merchandise and authentic American food and drink. This location showcases an open kitchen concept with the brand’s “Love All – Serve All” mantra prominently displayed above it, as well as Hard Rock’s new brand style that draws on inspiration from the city. For epic group entertainment experiences, a stage is centered in the main dining room and a private events room is available for up to 40 guests.
Guests will be drawn to the liveliness of the Cafe before stepping foot inside thanks to state-of-the-art flexible LED video panels cascading over the stairway that take fans through a journey showcasing today’s music and culture from London and around the UK. The Piccadilly Circus Cafe brings a new culinary experience to guests through a selection of innovative new menu options, as well as an open kitchen layout that features a stone pizza oven and a milkshake station where guests can look on as their milkshakes are individually crafted. The Cafe also honors London’s famous transportation system with Tube Station dining booths, seating and décor that utilize specific colors of the subway tiles from stations throughout London.
Expanding on the fusion of classic and modern, Hard Rock Cafe Piccadilly Circus boasts a star-studded memorabilia collection with items from iconic British artists such as Elton John, John Lennon and David Bowie, as well as contemporary artists like Ed Sheeran, Rita Ora, Lorde and Ellie Goulding. Nearly 70 percent of the memorabilia items on exhibit at Hard Rock Cafe Piccadilly Circus have never been on display at any Hard Rock location worldwide, with items ranging from Ed Sheeran’s outfit from his 2014 hit music video for “Thinking Out Loud” to a pair of John Lennon’s legendary round glasses and more!
At Hard Rock Cafe Piccadilly Circus, guests will discover the latest Hard Rock merchandise collections that will be displayed throughout the largest Rock Shop in the world. The Rock Shop, which is inspired by the iconic Union Jack flag, includes items from merchandise collections such as the Classics Collection, a true traveler’s trophy to new products, the Guitar Company Collection, which takes cues from an evolution of non-conforming musical legends to deliver designs customized exclusively for Hard Rock, as well as the Heritage Collection, which is inspired by Hard Rock’s founding year of 1971. For the brand’s loyal pin collectors, the Piccadilly Circus Cafe will offer three limited-edition grand opening pins, along with the latest pin puzzle celebrating the three locations in London.
“Expanding our brand within the city where it all began is an exciting opportunity for Hard Rock as we debut our modern vision for the future,” said David Pellow, Senior Vice President of Cafe Operations for Hard Rock International. “We have a deep commitment and love for London, and being from the UK, I am grateful that the brand continues to show its commitment to the community and visitors from around the world.”
Hard Rock Cafe Piccadilly Circus complements the classic Hard Rock Cafe Old Park Lane, the brand’s first location. Hard Rock Cafe Old Park Lane has been a pivotal part of London’s music and food history since two Americans, Isaac Tigrett and Peter Morton, established the casual burger restaurant for them and their music-loving friends in 1971. Many of these friends went on to become icons in the music industry and have since donated memorabilia to Hard Rock’s more than 81,000-piece collection. The original London Cafe includes classic memorabilia from iconic artists such as Eric Clapton’s Red Fender Lead II Guitar, Hard Rock’s very first piece of rock memorabilia, and Jimi Hendrix’s Flying V guitar. The first-of-its-kind restaurant, steeped in music history, will remain on Old Park Lane and keep its historic décor elements intact to pay homage to Hard Rock’s roots.