Hard Rock Café, London

Flagship store delivered to convey modern restaurant vision in founding city

Brands of heritage work hard to keep their service, products and vision current.

After almost 50 years of providing high quality dining experiences around the world, the Hard Rock Café opted to relocate and revive its flagship store in the UK capital with a complete internal fit out to accommodate a new bar, restaurant and retail space.

Located within the Criterion Building in Piccadilly Circus, at the junction of Coventry Street and Haymarket, the new offering was designed to replace the Group’s original flagship store on Old Park Lane, 48 years after opening its doors. The venture marks only the second restaurant from the Hard Rock Group in London.

Designed by Fuse Studios Ltd, the new restaurant – which showcases a fresh, modern vision for the brand – saw the refurbishment and fit out of a former ground floor and basement retail unit, covering a total area of more than 25,000 sq ft.

With capacity to seat 320 covers, and offering a plush central bar and open kitchen, the finished development also welcomes diners to visit its ‘rock shop’ of official merchandise.

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.

Sweco was appointed as the Approved Inspector for the scheme, which completed in Summer 2019.