‘This is a very strong brand – and can be quite in-your-face. We spoke with Hard Rock and told them that we didn’t think that would work for London – so we’ve stripped things right back and introduced more muted colours.
‘Obviously, the scheme had to be music related, but we won the job because we came at it from a completely different angle, which was far more abstract. We didn’t want to go down that obvious route of ‘this is music’ and putting records on the wall. Instead, we based it around the heritage and the understructure of fashion – if you look at the front of the bar, you can see that it reflects a ruffle from the Elizabethan era. So we wanted to tie in music, fashion and the history of the building and London.
‘The central bar is actually based on the idea of a master disc dropping into a record player – the kind of record player you might have had at home in the 1970s! We wanted to keep everything open so that, no matter where you’re stood, you can still see the central bar. Then the display cases for the memorabilia are suspended from the walls to create this ‘larger than life’ guitar fret board, which runs along the entirety of the wall here. The entrance itself, with all the mirrors, is a nod to that grand arrival, with all the lights and the cameras flashing.
‘We worked closely with Nulty Bespoke to create the drumstick lights, which sit above the check-in area. They worked with us on all of the lighting design here – so the lights above the central bar can change colour during happy hour and can also rotate, so it looks like an actual disc is spinning.’