Hard Rock has opened its first London hotel, marking a return to the city that birthed the brand almost 50 years ago.

The Hard Rock Hotel London is located on the corner of Oxford Street at Marble Arch, a mile from the original Hard Rock Café in Mayfair.

The new 900-room hotel is a conversion of the former Cumberland Hotel and features a Rock Royalty Lounge, GMT bar, a 370-capacity Hard Rock Café, a cocktail bar, and a Rock Shop.

Hard Rock Café was founded by Americans Isaac Tigreett and Peter Morton in 1971. The chain began to expand worldwide in 1982, and the first Hard Rock Hotel opened in Las Vegas in 1995.

Hard Rock International, which is owned by the Seminole Tribe of Florida, now owns 29 hotels. With its cafés, Rock Shops, casinos, and hotels, the brand operates in 74 countries.