Broadfield has advised Hard Rock Café on a recent sub-underlease to Build-A-Bear Workshop at its Picadilly Circus premises, bringing together a new experience inside their renowned London location, and forming a new partnership between the two iconic brands.
Hard Rock Café is a global chain of music-themed restaurants, rock ‘n’ roll memorabilia museums, and shops. The recent deal will combine it with Build-A-Bear Workshop, an interactive retail chain where customers design and customise their own stuffed animals. The partnership brings together generations of guests who connect both brands with unforgettable memories.
The Broadfield team was led by Commercial Real Estate Partner Jonathan Fewster, and Senior Associate, Lara Brand, who negotiated for the client with three other parties to the transaction, requiring close attention to detail at every stage.
"We are delighted to have advised Hard Rock Café on the underletting of part of its Piccadilly Circus premises to Build-A-Bear. Bringing two well-known brands together under one roof, at one of London's most iconic locations, meant structuring an arrangement that worked for both businesses' day-to-day operations while sitting within the terms of the existing lease. We look forward to seeing the partnership develop."
Lara Brand
Senior Associate
Broadfield acted for Hard Rock Café, and Build-A-Bear Workshop was represented by CMS.
