Hard Rock International has announced a planned expansion to its hotel portfolio, with the opening of Hard Rock Hotel Madrid next year.

Working in collaboration with European real estate specialists, Activum Capital Management Hard Rock will bring its signature vibe to this historic metropolitan city with the development of the new 159-room music-centric hotel.

“We are pleased to join forces with ASG, a company who shares in our vision, integrity and dedication to quality,” stated Todd Hricko, senior vice president and head of global hotel development.

“Hard Rock Hotel Madrid will bring a fresh, music-inspired destination to the city, and we look forward to offering guests authentic experiences that rock.”

Situated within a prime location in the heart of the vibrant city, Hard Rock Hotel Madrid will be located opposite the historic Museo Nacional Centro de Arte Reina Sofía in the Atocha district of Madrid, providing guests with ease of access to local sightseeing and cultural exploration.

The Royal Botanical Gardens, the world-famous Museo Nacional Del Prado and Madrid’s largest railway station and hub of the high-speed train network AVE are also nearby.

ASG acquired the site of the soon-to-be hotel when it was a municipal office building, and is leading an extensive €25 million programme to reposition it as an upper upscale four-plus star hotel.

Brian Betel, managing partner of ASG Iberia Advisors, said: “This is a classic ASG investment.

“We saw that this office building had far more untapped potential as a hotel given its proximity to Madrid’s major attractions, business centre and shopping quarter.

“We are unlocking that value for our investors and Hard Rock Hotels’ unique brand will make an exciting contribution to the area.

“Selecting such a distinguished operator as Hard Rock Hotels is a major step forward in our business plan for this asset and our broader strategy in Spain.

“Our choice of Hard Rock stems from its renowned brand, its experience as an operator and its international reach.”