Hard Rock means so much to so many people. In 2015, they are as versatile as ever and have prominence within the café, casino, hotel and now merchandising space. In order to appeal to that constantly hard to reach 16-24 year old female audience, they signed up everyone’s favourite Pop Princess Pixie Lott who became the Summer face of the Hard Rock brand within the UK. The partnership saw Pixie perform at the London restaurant, design a t-shirt for the summer festive season, and become a global priority music artist in-store. Hard Rock exposed Pixie to millions of music lovers, and Pixie brought her loyal and engaged female audience into Hard Rock Café’s across the country.