London’s largest hotel owner-operator, glh Hotels, is rebranding its 1,000 room The Cumberland Hotel off Oxford Street to become the UK’s first Hard Rock Hotel. Due to open in Summer 2018, the rebrand will coincide with a refurbishment, a reconfiguration and major upgrade.
There are currently 23 hotels in the Hard Rock portfolio including Bali, Chicago and San Diego. The London development will integrate aspects of the local heritage to ensure a unique customer experience whilst fully respecting the character and streetscape of the area. The hotel will also feature a high class restaurant and bar offering.
Supported by Marylebone landlord and Coverdale Barclay client, The Portman Estate, the rebrand marks another milestone in the major capital investment for the western end of Oxford Street, which is going through an exciting and significant transformation. The positive revitilisation of the area includes Almacantar’s redevelopment of Marble Arch Tower creating 276,000 sq ft of commercial, residential, retail and leisure space. The Portman Estate is also spearheading retail and public realm improvements in nearby Old Quebec Street, New Quebec Street and Seymour Place.
The hotel sits within the newly formed Marble Arch London Business Improvement District (BID), which has been established to improve and promote this quarter of the West End, known internationally as the gateway to London.
Kay Buxton, Chief Executive, Marble Arch London, said:
“Marble Arch and Edgware Road combine a key business district with a local neighbourhood for residents and a place where many tourists and visitors base themselves when they come to enjoy the capital. The significant upgrading of The Cumberland Hotel to join the internationally recognised Hard Rock Hotel leisure brand sits extremely well within our vision to create and promote a new role and status for the Marble Arch and Edgware Road district, complementing the adjacent core West End and village-style retailing. The area’s identity is part of its international and national attraction for visitors to Oxford Street and the cultural offer at adjacent Edgware Road”.
Oliver Fenn-Smith, Property Director at The Portman Estate, said:
“The Portman Estate is committed to Marylebone and Edgware Road’s long term prosperity and we fully support this significant move by glh Hotels to reposition and upgrade this hotel facility.”
Works to the Hard Rock Hotel London begin late 2016, for completion in summer 2018.