Hard Rock | March 2010

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Posted on March 29, 2010 | Tags:
New Location ~ New Look ~ New Vibe ~ New Memorabilia

Orlando, FL, March 29, 2010 – London’s Old Park Lane rocks. Venice’s St. Mark’s Square rocks. New York’s Times Square rocks. Now, Berlin’s most popular boulevard, Kurfürstendamm, will rock!  After 18 years on Meinekestraße, Hard Rock Cafe Berlin will relocate to its new home in the heart of Germany’s capital city. 

Hard Rock Cafe Berlin will be located at the heritage protected Bauhaus building on Kurfürstendamm 224. The new Berlin cafe will feature modern architecture with contemporary design, as well as rare pieces of authentic music memorabilia, a Rock Shop with limited-edition merchandise and Hard Rock’s delicious cuisine. The Meinekestrasse location will remain open through Sunday, April 25th, with the new location opening on Monday, April 26th.

The design of Hard Rock Cafe Berlin will incorporate contemporary material, light installations combined with current Berlin architecture trends, giving the restaurant a new look and vibe. The two-floor, 450-square-meter cafe will include seating for 350 guests, two vibrant bars, a cocktail lounge area and a stage for live performances. Hard Rock’s picturesque balcony will feature seating for 100, overlooking the Ku’damm and Memorial Church.

We have enjoyed great success in Berlin for nearly two decades and look forward to the move to Ku’damm,” said Kristina Lange, general manager, Hard Rock Cafe Berlin. “This new location will benefit from the enhanced pedestrian traffic and is sure to rock Berlin with great live music, innovative multimedia technology and Hard Rock’s world-class dining experience.

Hard Rock Cafe Berlin will receive a completely new collection of memorabilia to display on its walls, including items from many of the world’s most beloved and recognizable musicians, as well as contemporary artists with local ties.  In addition to rare artifacts from Elvis Presley, John Lennon and The Who, key memorabilia on display will also include a stage outfit worn by will.i.am from The Black Eyed Peas; a bass guitar played by Mike Dirnt of Green Day; a red dress worn by Shakira at the 2009 MTV European Music Awards in Berlin; and a Jackson Mark Morton-Dominion guitar from Lamb of God. The iconic Trabi, once used as a stage prop at U2’s Zoo TV Tour, will be the only piece of memorabilia to make the move from the former venue to the new location.

Hard Rock’s memorabilia collection will also be highlighted via cutting-edge, innovative multimedia technology. The new Berlin cafe will showcase new and unique interactive experiences for guests, including a mini Rock Wall Solo™ and a Microsoft Surface™ table, each featuring multi-touch technology that enables fans to explore the world’s greatest rock ‘n’ roll memorabilia collection and virtually tour all of Hard Rock’s venues worldwide. 

Rock Wall Solo™

  • 52-inch interactive touch screen 
  • A guest can access and expand a single image or video to be as large as the screen itself

Microsoft Surface® Table:

  • Provides a 360-degree, multi-user interface on the 30” display
  • The worldwide memorabilia application allows the guest to locate Hard Rock properties around the world, then “deep-zoom” on memorabilia items housed at each property worldwide

For nearly 40 years, Hard Rock has offered guests classic American fare in a rock ‘n’ roll atmosphere. The new venue will be the ideal location for the brand’s world-famous cuisine, including Hard Rock’s Legendary Burgers, signature Smokehouse items and more. In addition to its food, Hard Rock offers unmatched specialty drinks from its award-winning bar menu, from Hurricanes and Margaritas, to its Alternative Rock non-alcoholic beverage menu featuring favorites like Wild berry Smoothies and Crushed Velvet martinis.

Since it was founded, Hard Rock International highly emphasizes philanthropy with local and International initiatives. Regular programs, such as March on Stage, PINKTOBER™ or Spring in Berlin, will benefit charities like Sonnenhof, Musik Hilft or Brustkrebs Deutschland e.V.

About Hard Rock International
With a total of 162 venues in 52 countries, including 130 cafes and 13 Hotels/Casinos, Hard Rock International is one of the world's most globally recognized brands. Beginning with an Eric Clapton guitar, Hard Rock owns the world's greatest collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise, Hard Rock Live performance venues and an award-winning website. In addition to the two flagship Seminole Hard Rock Hotels and Casinos in Tampa and Hollywood, Fla., Hard Rock Hotels/Casinos are located in Las Vegas, Biloxi, Orlando, Chicago, San Diego, Pattaya, Bali, Macau, Penang and Singapore.  Additional hotel and casino projects have been announced in Punta Cana, scheduled to open in 2010; Panama, scheduled to open in 2012; and Hungary, Dubai and Abu Dhabi, scheduled to open in 2013. Hard Rock International is owned by Seminole Hard Rock Entertainment, Inc. For further details on Hard Rock Hotels and Casinos, visit www.hardrockhotels.com. For more information on Hard Rock International, visit www.hardrock.com.

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