KAFFEINE / Events, Public Relations, Travel & Tourism


31 May 2019

Hard Rock Cafe UK has appointed Kallaway to handle the launch of its new flagship Hard Rock Cafe Piccadilly Circus and Rock Shop and provide ongoing PR support to Hard Rock Cafe London, the brand’s first cafe on Old Park Lane that opened in 1971.

Hard Rock International has grown from its London roots to become one of the world’s most recognised brands with 185 Cafes, 27 hotels and 11 casinos globally.  Hard Rock International also owns the world’s most valuable collection of music memorabilia which is displayed at its sites world-wide.

Hard Rock Cafe Piccadilly Circus will be located within the lower floor of the Criterion Building. The 6,000 sq ft site will be a modern evolution of the brand’s dining experience. It will blend the best loved elements of the brand including music, entertainment, iconic merchandise and authentic American food and drink around a new menu and open kitchen concept. There will be memorabilia from classic UK artists such as Freddie Mercury, David Bowie and George Michael alongside contemporary artists such as Ellie Goulding, Ed Sheeran and Amy Winehouse.  The site will also include Europe’s largest Rock Shop.

Sarah Handy, Senior Sales & Marketing Manager, Hard Rock Cafe London said: “Hard Rock Cafe Piccadilly Circus is an exciting new evolution for the brand. Its opening also enables us to maximise the historic significance of our iconic Old Park Lane cafe by developing a distinct brand experience at both sites. 

“Kallaway understood how to best connect our rock and London heritage with bold and fresh ideas for the future as well as a clear business growth strategy for engaging Londoners and tourists alike.  They also have an impressive track record of high-profile launches.  We look forward to working with them.”

William Kallaway, Managing Director, Kallaway, said: “The Hard Rock Cafe brand has an astonishingly rich heritage and we are delighted to be helping it realise its ambitions for Hard Rock Cafe Piccadilly Circus and Old Park Lane.

“We excel in launching and growing outstanding destinations. To do this we use our specialist skills in culture, tourism and retail to develop highly effective campaigns that excite and inspire audiences into action.”

The appointment was made after a competitive six-way agency pitch.