Hard Rock’s unique hotel brand – Reverb – has found a unique home to mark its first European location. Hard Rock International (HRI) officials said Jan. 13 that the business-casual hotel brand is due to open in mid-2022 in Hamburg, Germany, within an iconic structure called the St. Pauli bunker.

The high-rise World War II-era bunker is known as Hamburg’s largest – and is one of the few that has been preserved. Built in 1942, officials said area residents and visitors have come to regard it as representing creativity and urban culture.

The 134-room hotel will be operated by Hamburg’s RIMC Hotels & Resorts Group.

The first Reverb – Reverb Downtown Atlanta – opened in Atlanta in December 2020. Officials have previously announced that Tampa is next in line for another U.S. location, adjacent to the Seminole Hard Rock Hotel & Casino Tampa. Other future sites that have been announced by Hard Rock include Miami and Kalamazoo, Michigan.

“After the success of the first Reverb in Atlanta, we are thrilled to bring this concept to Europe, and are especially excited to have Hamburg, Germany, as the home of our first European Reverb property,” Todd Hricko, senior vice president of hotel development at HRI, said in a statement.

Reverb is different than many of the well-known Hard Rock destinations that feature big casinos and large entertainment venues. But fans that have come to know the Hard Rock brand will notice plenty of familiar music-centric touches. There are plans for Reverb Hamburg to host concerts and performances from up-and-coming artists, for example.

“Appealing to both travelers and locals, Reverb Hamburg will be a welcome attraction to the hip, artsy Schanzenviertel neighborhood,” Marek N. Riegger, CEO of  RIMC Hotels & Resorts Group, said in a statement. “The distinctive location and breathtaking views of the Hanseatic city from the lush public rooftop park ensure that a visit to the Bunker St. Pauli will be a holistic experience for tourists as well as for the people of Hamburg.”

The Reverb brand is owned by HRI’s parent entity, the Seminole Tribe of Florida.

More information about Reverb can be found at reverb.hardrockhotels.com.