Hard Rock Cafe – Piccadilly Circus, London

The new Hard Rock Cafe in Piccadilly Circus combines the vibrant atmosphere of the location with the rock-and-roll attitude of the brand.

Well known for its large scale video displays, Piccadilly Circus’s new resident the Hard Rock Cafe followed suit. Technical Arts designed and installed a feature video wall on the ceiling above the stairs, enticing visitors from the Rock Shop through to the Cafe below.

It is hard not to be wowed on entry by what is now the largest Rock Shop in the world. Souvenir t-shirts, sweatshirts and keychains amongst other items fill the floor space but as Londoners know well – when in London, look up.

The ceiling has been turned into a Union flag, the LED strips combined with the video ceiling forming the flag of the United Kingdom. These LED strips are able to change colour, for example the rainbow colours of the recent PRIDE holiday. They are also programmed with the ability to adapt according to the continually changing colours of the video ceiling.

Downstairs is the all new Hard Rock Cafe, Piccadilly. A large bar and restaurant have been decked out to resemble a tube station; tiling on the floor and walls and lighting underneath the bar create this illusion.

Technical Arts were responsible for the lighting and video throughout the property, including the lighting of the alcoves, the memorabilia, the restaurant and bar and the Rock Shop.