Featured : Interactive


The LAB at Rockwell Group blurred the lines between the physical and virtual into one cohesive spectacle for the central installation for the 2010 01SJ Biennial.

Intel Ultrabook Tree, CES 2013

The LAB at Rockwell Group's installation for Intel's 2013 CES booth represents the transformative, personal and inspiring nature of technology in our lives.

The Cosmopolitan of Las Vegas

Located at the heart of the Las Vegas Strip, The Cosmopolitan of Las Vegas delivers stylish design with an adventurous and welcoming spirit.

  • Architectural Digest Greenroom

    The Architectural Digest Greenroom is the exclusive backstage lounge for Oscar presenters and honorees. For the 86th Annual Academy Awards, Rockwell Group was selected to design the Green Room by Architectural Digest’s Editor in Chief Margaret Russell. Rockwell Group’s design references modern urban loft spaces to create a casual luxury with an eclectic, edgy mix of new and vintage furnishings, and raw and textured finishes. Light and technology create an open, airy and interactive environment.

    A Samsung media wall comprised of 86 Samsung Android devices, including flat screen televisions, tablets and smart phones, create a mosaic wall. Oscar Award-winning actress Susan Sarandon and David Rockwell have co-curated images for the installation. The LAB has developed a custom Android application that allows for the video wall to display a choreographed digital art installation of a single image or a montage of images. The video wall transforms these familiar, everyday electronic devices into a spectacular digital platform that celebrates the 86-year-long history of the Oscars. A/V integration services for the media wall are being provided by SenovvA.

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  • Hall of Fragments

    Rockwell Group’s LAB designed the entrance installation to the Venice Architecture Biennale exhibit in the Corderie dell’Arsenale, in collaboration with Reed Kroloff and Casey Jones. This “Hall of Fragments” introduced visitors to the theme of the biennale, disengaging them from the city’s traditional bricks-and-mortar by creating an immersive environment of digital visions and fragments of iconic films. When visitors entered, they were confronted with a glowing hourglass-shape passage of moving imagery created by two giant convex screens onto which geometric distortions of film clips were projected. The fragmented compositions of the films—Wizard of Oz, 2001 A Space Odyssey, and The Fountainhead, among them—grew and evolved in response to the position, movement, and density of visitors, resulting in a different and new environment every time.

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  • Intel Ultrabook Tree, CES 2013

    The Intel Ultrabook™ tree, developed by the LAB at Rockwell Group for Intel’s 2013 CES booth, invited visitors to contribute to an interactive canopy built from 180 Ultrabook convertibles. Visitors could create a generative design via a touch-screen app on one of eight Ultrabooks at the base of the tree and and launch their design into the canopy of Ultrabook “leaves”. The first interactive tree at CES, the installation represents the transformative, personal and inspiring nature of technology in our lives.

    In addition to developing the visual concept and interaction design, the LAB created custom software to enable the 180 Ultrabooks to act as a single ultra-high resolution screen, transforming each individual piece into a window into a virtual world. The interaction between the base of the tree and the canopy was enabled by Spacebrew, an open-source toolkit developed by the LAB. The tree and touch-screen applications were developed using openFrameworks, an open-source creative coding toolkit.

    Additional Credits: 2LK and Taylor Group

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  • JetBlue Terminal 5

    The sweeping Marketplace of this 26-gate terminal welcomes passengers and ushers them to their gate via dynamic way-finding graphics and a clear signage system. Terraced seating areas that recall brownstone stoops and the steps of the Metropolitan Museum of Art bring a taste of the city into the terminal and provide a comfortable resting spot for passengers. An upward swirl of steel cables links a digitally programmed information ring and platform seating, leaving the concourse level light, airy, and clear for foot traffic. The egg-shaped aluminum information ring has forty three 40-inch LCD screens positioned around it, for which Rockwell Group’s LAB built a custom software platform for JetBlue to display a variety of content and messaging that they can easily and constantly update.

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  • Mauboussin

    For the U.S. flagship location of the French jewelry store Mauboussin, Rockwell Group renovated a five story townhouse where they created an experiential environment in which guests could discover the imaginative fashion jewelry. Rockwell Group’s LAB installed an afterhours interior kaleidoscopic projection, designed especially to illustrate the magic of the color and geometry of Mauboussin jewelry, visible to passersby outside. The images projected by this digital kaleidoscope are generated from a series of 14 to 16 static images of Mauboussin jewelry, which can be easily updated and changed. At night, projectors lower from the ceiling, and screens lower in the windows of two floors, on which the kaleidoscopic images are continually projected. The custom software uses geometry to replicate what is done with light and mirrors in a traditional kaleidoscope in order to rotate, flip, translate and jumble the images.

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  • Metropolitan Home Design 100 Gala

    This one-night interactive installation for the Metropolitan Home’s “Design 100″ party celebrated the annual issue, which honored 100 of the most noteworthy personalities, places, and extraordinary objects in the design world. Rockwell Group’s LAB transformed the Four Seasons Pool Room with an interactive sound and light installation using custom software it developed. A 12-foot-diameter weather balloon floated above the pool; projectors surrounding the balloon displayed small colorful shapes (digital confetti). Special maracas—containing a microcontroller with an accelerometer to measure its movements, a Bluetooth to communicate to the computers, dried beans to produce a shaking sound, and an offset motor that created vibration—around the pool also affected the graphic on the screen: Shaking one stirred up the confetti, causing fireworks of light, color, and sound, while shaking another brought text, in a font created solely for this event, to the surface of the balloon. Each maraca also generated a different musical note, creating a harmony of sounds when all shaken together.

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    The National Building Museum’s exhibition PLAY.WORK.BUILD takes visitors through an investigation of the history of construction toys and block play, combining the Museum’s unique Architectural Toy Collection with our firm’s Imagination Playground. The exhibition begins with a traditional gallery display culled from the Museum’s collection of more than 2,300 sets of architectural and construction toys. After learning about the history of block play, visitors proceed to the next gallery in which more of the museum’s artifacts, specifically focused on education - like those by Caroline Pratt and Friedrich Froebel, are on view. Here they are also encouraged to test their own building skills with small-scale blue foam blocks designed by our firm. The walls of the third gallery are covered with Imagination Playground trademark blue foam material, and offer hundreds of large-scale blocks for interactive play; visitors can either re-imagine their small-scale buildings into over-sized structures or create something entirely new and original.

    In the final gallery, an original interactive installation of virtual block play has been created by the LAB. Through this hands-on, interactive exhibition, families are able to collectively experience the connection between early examples of imaginative play and its modern-day interpretation, gain an appreciation of its historical significance, and design their own course of play.

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  • Plug-In-Play

    A performative celebration of city life and activity incorporating physical and virtual activity into one cohesive spectacle, Plug-In-Play was a response to the theme of the San Jose’s 2010 biennial, “Build Your Own World.” Rockwell Group’s LAB built an interactive urban-scale projection environment at Richard Meier & Partners Architects’s San Jose City Hall building. To create a space that responded to and was defined by a large network of connections and interactions, the LAB developed software to track virtual and geo-location (Twitter feeds, Foursquare check-ins, Flickr postings) as well as physical activity around existing and placed objects in the city hall. The physical objects—from traffic lights and picnic tables to bird feeders and hopscotch squares—were connected to the building via 4-inch-thick colored wires running to oversize versions of electrical plugs. All the activity was filtered and translated into an abstracted version of a cityscape projected onto the facade of the building, suggesting a new type of environment where the vitality and complexity with which people engage with their urban environments is more dynamically reflected. The conceptual origins for Plug-in-Play cover a broad span of architectural and technical innovation, but the title of the piece is a direct reference to Peter Cook’s 1964 project, Plug-in-City. This installation revisited that futuristic, urban infrastructure concept in seeking to demonstrate the interconnectedness of the people and things through play, social media, and human interaction. For more information, go to http://www.Plug-in-Play.com

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  • TAO Downtown

    TAO Downtown occupies the former Matsuri and Hiro Ballroom spaces in New York’s Maritime Hotel. Rockwell Group re-envisioned the two-story space as a Gotham speakeasy with an Asian sensibility. The restaurant, bar and lounge layer raw and industrial elements, and vintage Asian-influenced details.

    The LAB at Rockwell Group developed several animations for Quan Yin, a 20’ statue in the main dining room. The LAB utilized 3D projection mapping software to wrap the animations around the sculptural form, allowing Quan Yin to seamlessly transform before guests.

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  • Taste of New York

    Rockwell Group designers and the LAB teamed up to install the 11th annual Taste of New York for the benefit of City Harvest, which offered tastings from more than 50 of the city’s most prized chefs and mixologists. Using customized computer software, the LAB created and suspended an 8-by-16-foot double-sided projection screen of 480 paper plates joined together with 494 metal binder clips, onto which a continuously transforming montage of images were projected representing salty, savory, sweet, sour, and bitter. Rockwell Group also reinterpreted traditional culinary kitchenware throughout the space, including in the screen of 442 paper plates at the VIP area. These plates were each laser cut with patterns inspired by traditional and modern chinaware. Much of the designs were biodegradable (paper plates), made from recycled materials (innovative ECO™ by Cosentino bar top), and treaded lightly on the earth (projections).

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  • The Cosmopolitan of Las Vegas

    The idea behind Rockwell Group’s overall design vision for the West and East Lobbies, The Chandelier bar, Marquee nightclub, Jaleo restaurant and 3,000 guest rooms in the new Cosmopolitan in Las Vegas was to redefine the total experience of Las Vegas, from arriving to eating to dancing to sleeping.

    The West Lobby is a kinetic space, centered around 8 giant central columns wrapped with mirrors and LCD screens. Rockwell Group’s LAB installed 384 displays on the columns and 26 behind the registration desk to create a platform for a variety of customized immersive digital experiences in the space. Off this lobby is the dream-like Vesper bar with a ceiling covered in metal mesh to look like a cloud, and shimmering silvers and whites throughout the space.

    The Chandelier is a 3-story multi-layered, lounge and bar, covered with an undulating string and crystal curtain, which creates the sense of a fantastical inhabited chandelier. The LAB created a series of digital programming for both layers of strings, creating separate interactive experiences for viewers walking by and guests inside.

    The Marquee nightclub revolutionizes the nightclub experience in Las Vegas, with a 20,000 square foot pool deck and day club, a one-of-a-kind multi-level nightclub stage inside, and a series of discrete dance and lounge environments: the Long Bar, the Crypt Bar, the Rotunda Bar, and the Boom Box room.

    The nearly 3,000 guest rooms are designed like chic, urban, luxury residences. Each room is filled with custom furniture, and layered in custom materials and finishes to give every guest a unique sense of city living, even if they’re just there for the weekend.

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  • Whitney Shows Off

    For the Whitney Museum of American Art’s Whitney Shows Off event, Rockwell Group transformed the lobby and lower level atrium area into a kinetic, interactive projection environment. The LAB at Rockwell Group created and installed two kaleidoscopes in the downstairs space, inviting guests to actively participate in the design. One kaleidoscope generated its content from guests sitting on a series of three round benches covered in a series of white biomorphic foam shapes on a pink background. The second kaleidoscope was installed in the front section of the lower level, a tube-shaped table that refracted objects placed onto it. Guests could arrange and re-arrange a collection of Whitney postcards and collateral on the surface of the kaleidoscope to change the patterns projected on the wall. The content generated from this kaleidoscope was also projected simultaneously on the wall in the lobby above the reception desk, visible from the street.

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