LAB at Rockwell Group

LAB at Rockwell Group We are an experience innovation studio with a unique heritage in architecture, original storytelling

An interactive design firm within the Rockwell Group blending strategy, technology and architecture to create memorable spectacles that bring people together.

07/20/2021

Exploring summertime spaces ☀️
               

The secret is out on , an outdoor theater series composed of seven 10-minute plays in Manhattan’s Meatpacking District....
07/12/2021

The secret is out on , an outdoor theater series composed of seven 10-minute plays in Manhattan’s Meatpacking District. converted empty storefronts into into the sets, from a lush Garden of Eden filled with abstract flowers to a realistic, traditional living room. Through July 25. 📸: Lawrence Sumulong

07/02/2021

After years in the making, is officially open! What museums are to art, cinemas to movies, and concert halls to music, Illuminariums are to experiential entertainment. In the evenings, Illuminarium will transform into an immersive generative environment designed by , allowing guests to have cocktails and curated eats in ever-changing lush and stunning surroundings.

Through proprietary, state-of-the-art projection and audio systems, guests will be invited to gather in different far-flung and fantastic settings every night of the week. Each generative environment evolves throughout the night to deliver immersive visual destinations rendered in real-time. Guests may toast friends as they float on billowing clouds that overlook a glowing sunset; the following night they may encounter the fluorescent light animations and holograms of a futuristic street in Tokyo. Read more at the link in our bio.

06/30/2021

Coming tomorrow! 🎥:

Our projection mapping bringing life to printed images at the October 2019 celebration for 50th birthday and the amazin...
06/14/2021

Our projection mapping bringing life to printed images at the October 2019 celebration for 50th birthday and the amazing relief work of . Our installation served as the backdrop of the evening as both an art piece and as a reminder of food as an agent for change. The surfaces used for projection were shipping crates that World Central Kitchen uses to deliver food to disaster-stricken areas. Depicted in the images were everyone involved in the meal delivery chain: from cooks, to relief workers, to recipients of the meals.

06/08/2021

We've been working hard to bring to life and it's finally ready to share. This immersive, first-of-its-kind experience is "like walking into a high-definition documentary film." Read the full article about the team and technology behind our first location in Atlanta at the link in our bio.

06/04/2021

Think • Design • Build

Lost in the wireframe jungle 🌴
05/26/2021

Lost in the wireframe jungle 🌴

Join Directors David Tracy and Dan Marino today at for an open discussion about the role that technology and media pla...
05/19/2021

Join Directors David Tracy and Dan Marino today at for an open discussion about the role that technology and media play in the built environment. Check out for more details and registration for this talk, as well as the full May 19 and 20 program on "Designing in a Digital World."

We are thrilled to share that Edge has won the NYC Shining Moment Award! is the Western Hemisphere's highest outdoor s...
05/17/2021

We are thrilled to share that Edge has won the NYC Shining Moment Award! is the Western Hemisphere's highest outdoor sky deck at 30 Hudson Yards. Journey to Edge, Edge's queuing experience, is grounded in hospitality and connects people in an emotionally-driven way from the moment guests step inside the experience. 📸: 

We are excited to announce the appointment of Andrew Lazarow as our Director of Strategy and Story. Lazarow has created ...
05/14/2021

We are excited to announce the appointment of Andrew Lazarow as our Director of Strategy and Story. Lazarow has created designs ranging from arena events and installations for high-end retailers such as Tiffany & Co., to Broadway musicals, plays, and international tours. His expertise in projection mapping, motion capture, video systems, and interactive lighting control has been brought to life in projects for retail and public spaces as well as for theater, dance, and opera. Read the full press release at the link in our bio.

Projects featured here are: Privacy, Kalachakra Initiation for World Peace with the Dalai Lama, Head Over Heels, Terms of My Surrender

With New York City fully reopening for business on July 1, we're excited to share with a larger audience. Opening just ...
05/11/2021

With New York City fully reopening for business on July 1, we're excited to share with a larger audience. Opening just before the pandemic hit, the observation deck and our immersive installation should be on your NYC bucket list this summer! Read more about our design and purchase tickets at the link in our bio.

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5 Union Square West, 8th Floor
New York, NY
10003

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+12124630334

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