announcement

Bringing Counter Culture to Milan


To celebrate its 25th anniversary, Surface magazine is teaming up with David Rockwell to explore American design now by reinterpreting a U.S. icon. Aptly called The Diner, the experience will take place during Salone del Mobile and offer a place where strangers become a community, where causal yet intimate encounters occur, and where cultural differences are celebrated. David Rockwell and the LAB at Rockwell Group are designing four distinct environments—the Roadside Diner, the East Coast Luncheonette, the Midwest Diner, and the West Coast Diner.

To round out The Diner, Surface is tapping additional emerging and established American designers and firms, including the renowned design studio 2x4, which is creating the project’s visual identity.

During the day, the immersive eatery and lounge will offer a contemporary take on quintessentially American food and drink, and feature a conversation series and other programming; at night, the space will transform into a nightclub featuring performances and parties.

To find out more, visit The Diner.

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