Hard Rock

Hard Rock was looking to create a conceptual hotel to target the millennial-mindset traveler looking for experiences that are authentic, local, creative and unexpected. Guests should be able to customize their experience and engage with local bands and discover the city. Targeting the lobby, lounge, cafe, and guest rooms, all touchpoints have an energetic and creative feel. Hard Rock’s deep roots in music became a key expression that was integrated into all touchpoints.

Reception and Lounge

The reception has a friendly ‘hello’ neon sign that welcomes guests to self-check in at the kiosks. The long reception desk connects to a bar with an analog flip display that showcases a live playlist. Using dark mahogany, blackened steel, exposed brick and rich colors the look and feel fits with the brand’s rock and roll personality. Musical cues can be found through artifacts, band cover art, sound domes, and playlists. Hosting special activities, like mini-concerts, activate the lounge and draws people in.

Cafe

Partnerships with local coffee shops bring both guests and locals to the cafe. The cafe provides to-go options for food and beverages as well as sit down seating areas. Display area showcasing local coffee, products, band music and gear allow guests to discover new local experiences.

Guestroom

Integrated music experience that sync up to guest playlists, writable glass partition for guests to engage in their creative side, and musical lyrics as a tonal backdrop. The bed is elevated on a stage-like platform and bathroom vanity area mimics a backstage dressing room.

Firm
FutureBrand

Creative Directors
Sung Kim
Mark Thwaites

Design Directors
Yogeeta Dastane
Felix Huettel

Designers
Jintana Tantinirundr