Hard Rock Hollywood
An energetic food hall on the game floor.
If you’re a hotelier planning a $1.5 billion expansion of Seminole Hard Rock Hotel & Casino Hollywood – including the world’s first guitar-shaped hotel – you probably want to make sure all of your venues are equally performance-ready. Brand Bureau was tasked with transforming the former Hard Rock Cafe into a dynamic 6-station food hall that plays off of the energy of the casino’s game floor and reflects a design-forward approach.
Situated directly adjacent to the casino floor, the new food hall had to feel sophisticated and elevated, yet in sync with its neighbor. The creative brief was also for each of the 6 stations to feel uniquely “branded” through its material finishes, styling, and signage, yet retain a cohesive look and feel that united the entire space.
The design concept was inspired by the expressive, bold geometries of Brazilian modernist architect Lina Bo Bardi and urban Brazilian landscapes, with additional inspiration drawn from Andy Warhol and performance theatrics. The juxtaposition of organic gestures and lush greenery – a nod to the Southern Florida landscape – with the idea of Warhol’s Factory as an industrial framework for creativity informed how we conceived of the composition of the space. Strategic portal views help to frame guests’ line of sight and add a sense of discovery as they work their way across the floor, hopping from station to station.
Guests have the opportunity to eat at six different food stations – Hot Dogs & Fries, Italian, Burgers, Asian, Healthy, and Breakfast Sandwiches – all operated by Ark Restaurant Group. Each station is positioned along a continuous ribbon volume that envelops the dining area, and is connected by an overhead walnut wood slat screen that touches down at the piers to separate each vendor. The slats of this screening element continue as an overhead feature, guiding guests on their pathway to the different eateries, and repeat around the entire site perimeter.
Due to the openness of the site, banquettes were strategically placed and custom designed at the periphery to define boundaries between the corridor and dining, while also expanding the seat count. Custom-poured patterned terrazzo implement colored striations to anchor the dining areas and to distinguish pathways to station queuing.
Hard Rock Hollywood