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Hard Rock

Translating music heritage into retail

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The problem

We where challenged by Hard Rock to develop a new store layout and set of custom fixtures for their new restaurant and store at Piccadilly Circus, London, their largest site in Europe. We needed to create high energy and drama whilst maintaining good customer flow and operational efficiency. The store also had to accommodate Hard Rock’s diverse product range.

The solution

Theatrical lighting sets the scene for the retail shop. We used authentic materials and finishes from the music venues of London. The fixture landscape incorporates rock and roll details from oversized plectrums to amp cables. There is a T-shirt bar built around Hard Rock’s bestselling tees. Custom graphics layer into the space using digital, painted and neon signage.

The result

The retail experience we created translated Hard Rocks brand values into a physical retail experience, all underpinned by a robust strategic, commercial and operational understanding. The final result was inspired by rock legends, music heritage, and recording studios, but retained a distinctly ownable London look.