Creating a (re)defining experience for one of the most globally-recognised hospitality brands stamped this interior project with both its strongest context and challenge. Famed for its iconic music memorabilia collection and as a brand, which has forged a relationship with the world of entertainment for over three decades, it seeks to deliver a consistent global experience across its venues of restaurants, hotels and casinos through music and perceives its guests, rather, as "friends of the brand". The context, thus, placing the onus on this multi-dimensional brand's compelling identity, based on the rock 'n' roll lifestyle, strung across its network of more than 140 signature spaces in 42 countries around the world, and the challenge being to acknowledge that and be beyond it. To be built as the fourth such trademark interpretation of the brand in India, the brief for this hospitality space required the design to be rendered with an individualism that would extend the experience beyond its prototypical character and also lend in a flavor colloquial to its locale.
The approach to the interior also had to take into account the existing space's location under a theatre that duly created convoluted volumes.Developed as a space, which would not be a repeat exercise of its experiences, the interior was conceptualised to carry forward and underline the essence of the brand while evolving a distinctive ethos of its own. The approach, thus, creates an interesting interplay of contrasting identities between the raw appeal of the world of rock and the luxurious realm of sophistication. Flanking the industrial look with the opulent, the interior space is cased in a shell of concrete, which is then offset with highly-detailed textures and materials such as flamed wood and velvet. The expanse accommodates three diverse seating sections, a stage for live performances and a signature retail shop.