GMT Bar: A futuristic-looking hotel bar takes center stage on the ground floor at London's new Hard Rock Hotel.
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Local talent: A photo of singer Adele is featured in the hotel's main dining room.
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Coming soon: The new Hard Rock Hotel's sign is partially revealed in central London.
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Memorabilia: At opening, there will be around 116 pieces on display across the cafe and hotel, with more to come. These guitars are in the cafe.
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Rooms: There are two levels of accommodation on offer: Deluxe and Rock Royalty.
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Individual art in each room: An artwork depicting Amy Winehouse hangs above a vinyl record player in one of the hotel rooms.
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Behind the scenes: Noah Vega, a memorabilia installation technician, prepares to hang a jacket designed by Jean Paul Gaultier, which was worn by George Michael, the late pop star, in a music video for his hit song, "I Want Your Sex."
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Rock rarity: A framed passport document for Sex Pistols' band member Sid Vicious awaits hanging in the hotel, among other rock memorabilia.
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'Elegant chic': A chandelier in the main dining room fits in with what Hard Rock Hotel London's Andrew Tivers describes as the hotel's "elegant chic" style.
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Rock Royalty Lounge: Rock Royalty customers get their own VIP check in and access to the Rock Royalty Lounge.
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Design features: A light feature made from drumsticks hangs above a mannequin on the main floor.
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Fender delivery: Guests can reserve a Fender guitar and amp so they can rock out in their room (while wearing headphones).
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Bedding: The hotel's bedding features rock-themed details, like this guitar-embroidered pillow case.
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Measuring up: Mirrors in the rooms provide markers revealing the heights of musicians.
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Suite: Rock Royalty suites have their own lounge area.
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Work in progress: Workmen prepare to hang a piece of memorabilia.
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Party gear: A costume once worn by Elton John to a birthday party thrown by Elvis Presley.
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Space age: A detail of the centerpiece bar.
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Ethos: One of the Hard Rock's mottos, "Save the planet," is reflected in a framed photo of the late singer Amy Winehouse.
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Ready for customers: Another bar on the main floor.
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Freddie Mercury: At the time of our visit, the hotel was awaiting delivery of a piano that once sat in Freddie Mercury's childhood home.
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Cumberland Hotel: An external view of the Hard Rock Hotel, formally the Cumberland Hotel. Guests including Bob Dylan, Stevie Wonder and Buddy Holly once stayed here.
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Location: A view of the hotel through Marble Arch. The hotel is moments from Marble Arch tube station and the green spaces of Hyde Park.