Greg Keffer, AIA, LEED AP, is a Partner and Studio Leader at Rockwell Group, where he oversees multiple design studios and co-leads the firm’s Madrid office. With a multidisciplinary background in architecture and interior design, Greg brings a holistic and forward-thinking approach to projects across a broad client base. While his expertise spans diverse typologies, he plays a central role in shaping Rockwell Group’s global hospitality portfolio, fostering long-standing collaborations with leading brands such as Marriott, Accor Hotels, José Andrés Group, Nobu Hospitality, Related Companies, and Union Square Hospitality Group.

Through a blend of strategic insight and design innovation, Greg has helped define the architectural identity of emerging hospitality brands such as Equinox Hotels. His leadership in repositioning the W Hotels brand established a distinctive new design language now realized in properties across major international markets, including W New York–Union Square, W Nashville, W Naples (Italy), and W Barcelona (Spain). This work complements a broader luxury hotel portfolio that includes The Riviera Maya EDITION at Kanai, Nobu Hotel Barcelona, and transformative updates to heritage properties like Fairmont Royal York (Toronto) and Fairmont Le Château Frontenac (Quebec City).

Greg’s passion for experiential design also extends to branded residences, where he has brought the essence of notable hospitality brands into residential environments for Raffles (Boston), St. Regis (Miami), and Ritz-Carlton (West Palm Beach). He has collaborated with celebrated restaurateurs to design acclaimed dining destinations such as The View at Marriott Marquis, Union Square Cafe, Cathedrale (New York), Nobu (New York) and Zaytinya (New York and Las Vegas). He has been instrumental in exploring and shaping new typologies at the intersection of design, experience, and the built environment, reflected in his work on NeueHouse in New York City and Hollywood, which redefined the relationship between hospitality, creativity, and the professional community. Greg’s holistic design approach also helped shape Brightline, the first high-speed rail system in the United States, setting a new standard for modern, design-forward transportation in the U.S.

Greg’s work has earned numerous accolades, including the Skyscraper Museum’s Making New York History Award for 550 Madison, a James Beard Award nomination for Daily Provisions, and an AHEAD Americas Award for The Riviera Maya EDITION at Kanai. He has served on various design juries and is a member of the Design Council Board for Kohler. In 2023, he received the Distinguished Alumni Award from Ball State University’s College of Architecture and Planning, where he earned degrees in architecture and environmental design.