The four-star Cumberland hotel at London's Marble Arch is to be reopened as the UK's first Hard Rock hotel by summer 2018.
Music-inspired brand Hard Rock International, which owns 23 hotels and 11 casinos globally, has agreed a deal with Cumberland owner-operator glh Hotels to convert the 1,000-bedroom property.
Glh, which is the largest owner-operator hotel company in London, with 15 hotels, will continue to operate the property.
Hard Rock Hotel London will have 900 bedrooms and will feature a vast lobby lounge with cocktail bar and live music. There will also be an on-site Hard Rock Café and Rock Shop as well as a Rock Spa, signature restaurant and sophisticated speakeasy.
Located just a short walk from the original Hard Rock Café, the hotel will have music memorabilia displays and a vault with some of the brand's 80,000-plus historical pieces.
"From our foundation in 1971 with the opening of the first Hard Rock Café 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," commented Hard Rock chief executive Hamish Dodds.
Mike DeNoma, chief executive of glh said: "With Hard Rock's proven track record of world-class service and hospitality, combined with glh Hotels' extensive operating skills and expertise in the region, we are confident the future Hard Rock will be a success and we look forward to grow our collaboration."
Hard Rock has announced 10 projects in the past year, including hotels in New York, Berlin and Atlanta.
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