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Wayfinding signage for the Hard Rock Cafe Hotel

Wayfinding signage for the Hard Rock Cafe Hotel

Creating the wayfinding signage for Hard Rock Hotel’ s new London location

The Hard Rock Hotel London is a luxury hotel based in London’s West End on the corner of Oxford Street and Park Lane. Paying tribute to the rock and roll guests who stayed there in the past, the Hard Rock Hotel London is a haven for music lovers. Through a vast collection of rock and roll memorabilia, the hotel pays tribute to former hotel residents including Jimi Hendrix, Diana Ross, Bob Dylan and Buddy Holly. Hard Rock Hotel London boasts 900 stylish rooms and suites, two vibrant bars, a Hard Rock Cafe, and Rock Shop selling iconic Hard Rock merchandise.

Adding the finishing touch to the freshly launched hotel

Launched in summer 2019, the Hard Rock Hotel London’s management team came to JFK to provide the hotel’s finishing touch: its wayfinding signage. Previously The Cumberland, The Hard Rock Hotel London’s completely refitted interior was designed by international architectural and interior design practice Scott Brownrigg, a global design leader ranked in the UK Top 10 and within the Global Top 100 architectural practices.

Rose gold lettering on matt aluminium plaques

In light of this, we worked in close partnership with both the Hard Rock Cafe and Scott Brownrigg to produce wayfinding signage that was both on-brand and strategically placed to easily guide guests throughout the hotel.

As such, we created a suite of wayfinding signs using built up rosegold lettering on matt alluminium plaques. This was designed completely in line with Hard Rock Cafe’s rigorous brand guidelines and in consultation with Scott Brownrigg’s wayfinding guidence.

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