First look: Hard Rock Hotel London to relaunch as the Cumberland

The first images of the rebrand of London’s only Hard Rock hotel to its former identity as the Cumberland have been revealed.

The 1,000-room property will return to its previous title at the end of May after just four years under the rock ‘n’ roll-inspired Hard Rock brand.

The Clermont Hotel Group, which owns and operates the hotel, said the change was part of a drive to “streamline” its 17 London properties under key brands including the Cumberland and Thistle.

Musicians including Jimi Hendrix, Bob Dylan and Madonna have stayed at the building throughout its history and the Hard Rock hotel displayed memorabilia from its past famous guests.

Clermont said the property would “continue to champion London’s cultural and music scene” through its design.

The revamp has also seen the expansion of the food and beverage offering, an evolution of the hotel’s stage and entertainment space and relaunch of its meeting and events areas with fully-integrated online booking.

Hospitality design firm Jones AD oversaw the revamp of the basement restaurant (pictured below) to create a multi-use space with conference facilities.

It includes a digital wallpaper featuring a London scene and an image of Marble Arch around the restaurant entrance doors.

The hotel will honour all existing bookings after the rebrand and said further updates would be announced over the next few months.

Jon Lucas, chief operating officer at Hard Rock International, said: “London will always be a special city as the birthplace of our brand, and it's been a privilege to offer its iconic brand of hospitality to London visitors and locals at Hard Rock hotel London since 2019.

"We're also grateful to Clermont Hotel Group for their partnership and wish them well as they transition the property to the Cumberland."