Hard Rock Café, Gothenburg
With the Hard Rock Café in Gothenburg we had the first chance to build a brand new Hard Rock Café, rather than just doing a renovation. We did some analysis of the perception of the brand, and we should say in all honesty that people’s ideas about the American restaurant brand were not entirely positive. In order to reach the inhabitants of Gothenburg we came up with the idea of a local connection. Gothenburg has quite a few interesting bands and musicians, so we contacted them and asked them if they wanted to have a piece of memorabilia on the wall of the Hard Rock Café in Gothenburg. Just as we expected everyone was very positive and we received some great pieces to put on the walls. This way the concept and the venue received a positive welcome in the city, and has become an important player in the city’s restaurant-bar-rock club scene.