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.

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

Lawn designed by LAB at Rockwell Group at the National Building Museum.

Lawn featured a sloping green space stretching through the National Building Museum's Great Hall.

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, Surface Magazine, National Building Museum, Hilton Hotels, TAO Group, Arts Brookfield, All Aboard Florida, Glade, Fisher Brothers, The Cosmopolitan of Las Vegas, and Hakkasan Group. Read more here.