The first Hard Rock Cafe opened in London in 1971.
It immediately became a celebrity hangout during the rise of rock, with the likes of Eric Clapton, Pete Townshend, Jimi Hendrix and Freddie Mercury.
Today, Hard Rock International (HRI) is one of the most globally recognized companies in the world and has locations in more than 70 countries across 290 locations; Cafes, casinos and hotels.
It is also known for possessing the world’s largest and most valuable collection of authentic music and fashion memorabilia with more than 87,000 pieces, including signed guitars, stage costumes and the Beatles van.
Ny Breaking talks to the man responsible for sourcing these precious items, Vice President of Memorabilia and Design at Hard Rock, Giovanni Taliaferro.
The first Hard Rock Cafe opened in London in 1971. It immediately became a celebrity hangout during the rise of rock, with the likes of Eric Clapton, Pete Townshend, Jimi Hendrix and Freddie Mercury.
The Hard Rock was founded in 1971 by Isaac Tigrett and Peter Morton under the mottos Love All-Serve All, All Is One, Save The Planet and Take Time To Be Kind.
In March 2007, the Seminole Tribe of Florida acquired Hard Rock International with the same commitment to social causes: as they infuse the power of music into everything they do.
Hard Rock has been a playground for fashion and music lovers for decades and has become a bucket list destination for people around the world.
The original furnishings
“When we opened, the interior was not about what we know today as memorabilia,” says Gio.
“Back then it was Americana – lots of posters, little chachkies, tin cars, collegiate hangers – kind of an Americana truck station kind of vibe.
“That was the original inspiration for the interior aesthetic and a lot of people in the industry just fell in love with it.”
Megastars such as George Harrison, Paul McCarthy, Eric Clapton and a host of musical figures became regular guests.
“In the 1970s it was an interesting place because it didn’t matter who you were or what your status was, you all had to go through the same doors and you were treated the same way.”
A playground for fashion and music lovers for decades, Hard Rock has become a bucket list destination for people around the world
“Eric Clapton was a big fan of the brand and he asked Isaac if he could mark his spot at the bar,” says Gio. “He gave Isaac his guitar and Isaac hung it on the wall, and that was the first piece of what we call memorabilia
The history of “memorabilia”
Covering the walls with memorabilia was not a marketing strategy devised by the original founders; it was a guitar donation from a legendary musician that started the Hard Rock collection.
“Eric Clapton was a big fan of the brand and he asked Isaac if he could mark his spot at the bar,” Gio reveals.
“He gave Isaac his guitar and Isaac hung it on the wall, and that was the first piece of what we call memorabilia.
‘A week later, another guitar from Pete Townshend of The Who arrived via courier with a little handwritten note that said, “Mine is better than his, love Pete,” and it just exploded from there.”
The Hard Rock now boasts the largest private collection of music memorabilia in the world, with more than 87,000 items.
“It’s amazing how far the collection has grown and the different types of pieces that are included in the collection, not just guitars or stage clothes, but also handwritten lyrics, high school yearbooks and the like.”
All types of memorabilia can be found in the cafes, hotels, casinos, live venues and rock shops, and the rest of the collection is stored in a secret location.
“We have a secret little warehouse and it houses everything that isn’t currently on public display,” the Vice President of Memorabilia and Design reveals.
“There are probably 25-30,000 of the 87,000 pieces in the warehouse, including the Beatles’ magical mystery tour bus.”
The Hard Rock now boasts the largest private collection of music memorabilia in the world, with more than 87,000 items
All types of memorabilia can be found in the cafes, hotels, casinos, live venues and rock shops, and the rest of the collection is stored in a secret location
‘There are probably 25-30,00 of the 87,000 pieces in the warehouse, including the Beatles’ magical mystery tour bus’
Museum-worthy works of art
The objects in the collection are so valuable that it is impossible to put a price on them.
“There are various characteristics that determine the monetary value, but in reality everything is truly priceless to us,” says Gio.
‘Everything is one of one. These are our Mona Lisas, our Picassos, our Monets, we want to make sure we treat them as if we were presenting them in the Louvre,” says Gio.
The Vice President of Memorabilia and Design goes on to say, “We have strict standards for display and also how we preserve and store them.”
Items are stored in a climate-controlled warehouse to protect them from extreme temperature changes that could damage, deform or destroy them.
The real deal
“We pride ourselves on the authenticity of our collection and however we obtain it, we require letters of authenticity and proof of providence, even if these come directly from the artist.”
Artists provide paperwork detailing when they wore the item or played the instrument, and submit photos if possible.
“We keep all those letters of authenticity in our archives so we have them for the future.”
The Vice President of Memorabilia and Design goes on to say, “We have strict standards for display and also how we preserve and store them.”
It’s not a set, it’s important pieces of music history
“It’s amazing how far the collection has grown and the different types of pieces that are included in the collection, not just guitars or stage clothes, but also handwritten lyrics, high school yearbooks and the like.”
An extensive amount of research is done by Gio’s design team before memorabilia is distributed to the various properties, including demographics, expected guests, the history of the area and movements that have taken place there.
The Hard Rock Hotel Madrid is one of the brand’s newest properties.
With 161 rooms, including a Rock Start Suite, and located just 200 meters from the Reina Sofia Museum, it has become a hotspot destination.
In 1980, the La Movida movement – a countercultural movement that took place during Spain’s transition to democracy – saw the rise of several music genres, including punk rock and synth-pop music.
“The singer Alaska, Miguel Rios, Vega and many of those artists were part of that movement and selected this location specifically to help tell that movement.
‘As the hotel’s location is very close to the art museums, we have also involved the pop art movement by integrating some visual art into the designs and displays.’
The Hard Rock Hotel Madrid is one of the brand’s newest properties. With 161 rooms, including a Rock Start Suite, and located just 200 meters from the Reina Sofia Museum, it has become a hotspot destination
The Madrid hotel recognizes the pop art movement with its displays
‘There are also a lot of Spotify metrics and other streaming metrics to try to figure out what will be relevant in each market.
“But whatever we do, we want to make sure we’re telling a holistic story, from the 1950s to the present.”
The Madrid location features a significant amount of contemporary music, both from the Spanish and Western music fronts.
‘There’s also an important aspect of the British Invasion with The Beatles and the Stones, so there’s a lot of variety so that whatever your age, when you walk through those doors there will hopefully be one artist or one piece that you recognise. ‘
How the pieces came from
Gio reveals that memorabilia is acquired in a variety of ways, including private collectors and auctions, but most items are donated.
“That’s how it started, we’re still very involved in the music industry, a lot of musicians come to us because they know we don’t want to capitalize, we receive the items and show them.
“We help tell their stories and share their legacy, we don’t throw it on eBay.”
In exchange for donations, the Hard Rock often makes financial contributions to a charity in the artist’s name, a nod to the brand’s mission: ‘Love all serve all.’