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Hard Rock Hotel looking for first location in Europe in London

The group, which is owned by the Seminole Indian Tribe, has begun a search for a site for its first UK hotel in the West End. It has signed an exclusivity agreement with Exemplar, a London real estate developer, to find and build the hotel. Unlike the cafés, which are run as franchises, the hotel chain is owned and controlled by the tribe. The group is understood to be keen to create an upmarket brand for the hotel chain, which operates in locations in the US and Asia.

Hard Rock has looked at several sites, most recently the former Berners Street Hotel, which was eventually bought for a boutique hotel. The group has looked at the Odeon West End cinema site in Leicester Square, where there is a planning consent for a conversion to a hotel and residential block designed by Make, the architect firm.Those with knowledge of the Hard Rock requirements say the group is hoping to open a hotel of 200-250 rooms, or about 160,000 to 200,000 sq ft. Hard Rock wants the hotel to carry five stars. The Seminole Indian Tribe, which bought the group in 2007, has been investing heavily in the hotel brand. Hard Rock is better known in the UK as a chain of restaurants, famed for its rock memorabilia. Hard Rock hopes to tap into a booming London hotel market, which has seen a number of upmarket schemes opening over the past few months.Those with knowledge of the Hard Rock requirements say the group is hoping to open a hotel of 200-250 rooms, or about 160,000 to 200,000 sq ft. Hard Rock wants the hotel to carry five stars. The Seminole Indian Tribe, which bought the group in 2007, has been investing heavily in the hotel brand. Hard Rock is better known in the UK as a chain of restaurants, famed for its rock memorabilia. Hard Rock hopes to tap into a booming London hotel market, which has seen a number of upmarket schemes opening over the past few months.

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