London hotel will shed the Hard Rock brand

The Hard Rock Hotel London is getting rebranded, with the property reverting to its previous name, The Cumberland, at the end of this month.

The Hard Rock, located at the corner of Oxford Street and Great Cumberland Place, opened as the brand’s first U.K. hotel in 2019. The property is housed in a historic building that previously was home to the original Hard Rock Cafe, which was founded in London in 1971.

According to hotel owner Clermont Hotel Group, the property’s reflagging will accompany the addition of new food and beverage offerings, revamped entertainment space and enhanced event and meeting areas.

In a statement, Clermont Hotel Group CEO Gavin Taylor said that the partnership with Hard Rock has been “valuable” and that the hotel would continue to focus on “providing great experiences and quality service for our guests, on the back of The Cumberland’s rich history in London and the music scene.”

Clermont said that the hotel will honor all existing bookings.

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