The LAB at Rockwell Group is an experience design studio that builds memorable spaces that engage the senses through strategic storytelling, immersive environments, and evocative content.
What if physical worlds could merge with virtual ones?

At the Cosmopolitan of Las Vegas, one video projection features dancers that respond to guests.

Informed by Strategy, Powered by Technology

By merging disciplines, we create forms of digital expression that connect people in memorable ways.

The LAB conducted months of research to develop Brightline, the groundbreaking travel concept.

We are architects, strategists, interaction and graphic designers, and content developers.

We take projects from brainstorm sessions to iterative prototyping to development and production.

At the National Building Museum, an interactive installation lets kids play with digital blocks.

The LAB was born of the same DNA as Rockwell Group: We are driven by our curiosity to bring people together and connect them to the environment.

Visitors to Brookfield Place are bathed in the shifting lights of Luminaries.

Waterfalls, birds and moss subtly animate the Quanyin at TAO Downtown.

Technology brings surprise and wonder to unexpected places.

We design environments that celebrate transformation, from a 20-foot-tall statue that moves hypnotically under a veil of projected animations to a sculptural, pop-up holiday installation that uses light as a building material.

Our clients include Google, Intel, Facebook, Related, Hilton Hotels, TAO Group, Arts Brookfield, All Aboard Florida, Glade, Fisher Brothers, The Cosmopolitan of Las Vegas, and Hakkasan Group.

Read more about the LAB here.