ORLANDO, FL—In support of Hard Rock International’s continued global expansion, the company has partnered with Sony Music Entertainment to put a new spin on the traditional presidential suite by integrating life-sized content, mixed media and memorabilia featuring notable music artists.
Sony will also bring its musical aesthetic to various facets of properties worldwide, ranging from design elements and original content creation to experiential events and innovative music integration into Hard Rock Hotel & Casino properties.
The first wave of properties to feature the Rock Star Suites includes Hard Rock Hotel Los Cabos and Hard Rock Hotel Guadalajara in Mexico, Hard Rock Hotel Desaru Coast in Malaysia and Hard Rock Hotel New York. Additional properties will be announced in the near future.
“Partnering with Sony Music gives Hard Rock Hotels & Casinos unprecedented access to an incredible breadth of emerging and superstar artists, iconic record labels and insights to help develop our music strategy in key markets,” said Dale Hipsh, SVP of hotels for Hard Rock International. “This creative capability allows us to bring our key differentiator to life in ways never before done by infusing music, design and technology.”
By infusing various aspects of creative design, one-of-a-kind memorabilia selection and experiential music activations, each Rock Star Suite will celebrate music artistry and showcase the talents that have left a lasting impact on cultures across the globe, according to the company. The efforts are being spearheaded by Sony Music’s Arcade Creative Group,
“It’s an honor to join forces with such an iconic institution that has long been synonymous with the best in music and entertainment,” said Sherif Shafi, VP, brand innovation, Arcade Creative Group & Sony Music Entertainment. “Partnering with Hard Rock allows us an amazing platform to promote our music and artists on a global scale while having our Arcade Creative team deliver world-class creative content and groundbreaking experiential concepts, positioning Hard Rock as a leader in the lifestyle category.”
Additionally, Arcade Creative Group & Sony Music will advise on creative design for select properties’ public spaces, such as lobby, bar and club areas to further integrate a consistent musically driven aesthetic throughout the guest experience.