New-Look Hard Rock Café Rolls

Hard Rock Café is rolling with the times at its newest location. Recently opened on Hollywood Boulevard in Los Angeles, the cafe features a new vibe and new memorabilia technology.

Hard Rock Café Hollywood on Hollywood Boulevard guests can use multitouch technology to explore music memorabilia and virtually tour all of Hard Rock’s worldwide venues through an 18- by 4-foot “Rock Wall,” touchscreens in booths throughout the cafe and Microsoft Surface.

Key memorabilia at the new location includes Jimi Hendrix’s purple crushed velvet hat; a Janis Joplin love letter; Jim Morrison’s leather pants and handwritten lyrics to “L.A. Woman” and tour outfits worn by Katy Perry and Fergie.

The menu has been updated to include a Local Legendary Experience burger—in this case, the Hollywoodland Burger—along with new gourmet pizzas.

The 20,000-square-foot café includes spacious seating, a live music area, a bar and two Rock Shops with limited-edition merchandise. The Hollywood location was designed to achieve Silver LEED certification. Among several eco-friendly features are a self-regulating, energy-efficient lighting system and water-conserving plumbing fixtures.