"With 80,000 priceless pieces of rock 'n' roll history, Hard Rock's memorabilia collection is second to none. It includes handwritten lyrics from Johnny Cash and Jim Morrison, guitars from Hank (senior!), Jimi and Kurt, Madonna's bra, Bieber's skateboard and the Beatles' Magical Mystery Tour bus. Even the most moderate fan is struck dumb by a trip through the memorabilia warehouse. The collection had long been the brand's deepest, most unique claim to rock authenticity. But it was underexposed, to say the least. This website and app reminded the world that Hard Rock could be really, really cool. It also served as a platform for interactive tables, walls and kiosks throughout the Hard Rock system."