New format for Piccadilly Circus flagship by Hard Rock Cafe

Hard Rock International has revealed some of the memorabilia it will be showing at its new London flagship branch at Piccadilly Circus.

The restaurant will be the first to show what the brand describes as its ‘modern vision,’ which will include new interiors and a new menu. In a change to its format, the restaurant will display memorabilia from contemporary artists, alongside the popular objects from classic rock stars that fans have come to expect.

Lady Gaga's boots
Lady Gaga's boots

Items on show in London will  include a British phone box featured on the cover of ‘Take Me Home’ by One Direction, a tank top worn on stage by Amy Winehouse,  an outfit worn by Rihanna at the Brit Awards in 2012, and thigh high boots worn by Lady Gaga at a concert in Newcastle.

Costumes and items from artists including David Bowie, The Rolling Stones, Elton John and Freddie Mercury will also be on show.

“There’s a lot of magic when it comes to music memorabilia. That feeling fans get when they gaze upon an item that unleashes a flood of admiration, brings them back to a certain time and place, or simply reverence for the music they love is truly special. Art is very subjective and everyone can celebrate the genres and artists that relate to them. Curating this specific collection for our new Piccadilly flagship has been a dream come true, and I’m so excited to bring that magical feeling to new and wider audiences,” says Giovanni Taliferro, director of design and memorabilia for Hard Rock International.

As well as a restaurant the London site will feature a branch of The Rock Shop, a 697 sq m (7,500 sq ft) store offering a mix of Classic and Fashion Logo collections. The store will feature Union Jack-inspired products available exclusively from this store.

Hard Rock operates in 73 countries, operating 184 cafés and 237 Rock Shops, as well as 28 hotels and 11 casinos. It claims to own the world’s most valuable collection of music memorabilia.

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