Hard Rock Cafe has opened its London flagship in Piccadilly Circus.
The new site, which spans two floors and 1,900 sq m within the Criterion Building, features a digital ceiling and dining booths with a tube station theme, while 70% of the memorabilia is world exclusive.
State-of-the-art flexible curved video tiles display video content shot in the UK and edited by Hard Rock solely for the new site.
The 320-cover site has an open kitchen, a stone pizza oven and a milkshake station. There’s also a stage in the centre of the main dining room and a private events space for up to 40 guests.
A new site has led to the launch of new, exclusive menu items including tomahawk steak, cedar plank salmon and barbecue chicken.
The drinks menu also has new exclusives, including a Pink Piccadilly Pimm’s and house-infused gin and tonic.
“We are committed to bringing the Hard Rock experience to even more Londoners with the opening of the new flagship restaurant,” says Stephen K. Judge, president of Cafe Operations for Hard Rock International. “With Piccadilly Circus a hotbed for entertainment, it seemed only fitting to make this the first site to embody our new vision for Hard Rock – from the design aesthetic to the menu and never-before-seen memorabilia. We’re excited to see what locals and visitors to the capital make of it.”