Hard Rock International has announced plans to open a flagship London café at Piccadilly Circus next year.
The new site at 225-229 Piccadilly will be the first to showcase Hard Rock's new design, the brand's largest ‘rock shop', contemporary memorabilia, and a new menu.
Next year also sees the opening of the 900-bedroom Hard Rock Hotel London near Marble Arch, the UK's first Hard Rock hotel.
The 1,800 sq m, multi-level cafe, formerly the Cool Britannia souvenir shop, will have an open kitchen and a stage for live performances in the main dining room, with a new design inspired by the city, including Victorian glazed tiling and the colours of the London Underground.
While the new café will feature memorabilia from classic artists such as Freddie Mercury, David Bowie and George Michael, the Piccadilly Circus location will also feature memorabilia from contemporary artists such as Ellie Goulding, Ed Sheeran and Amy Winehouse.
Stephen K. Judge, president of café operations for Hard Rock International, said: "All brands, even classic ones, know that to stay relevant they must evolve. Hard Rock Café Piccadilly Circus will embody a modern evolution of our restaurants and a wonderful representation of the brand's future."
David Pellow, area vice-president of café operations, Europe, added: "The addition of Hard Rock Café Piccadilly Circus further demonstrates Hard Rock's commitment to the market."
The first Hard Rock Café was opened in London near Hyde Park in 1971 when Americans Isaac Tigrett and Peter Morton established a casual burger restaurant. Hard Rock International now has venues in 74 countries, including 185 cafés, 27 hotels and 12 casinos.