The Diner
Immersive Experiences
To celebrate the 25th anniversary of Surface magazine, we brought visitors to the 2018 Salone del Mobile around a quintessentially American concept: The Diner. During the furniture fair, the public was invited to relax and connect in an intimate, contemporary interpretation of the classic American eatery, designed by David Rockwell and the LAB at Rockwell Group. Renowned design studio 2x4 created the project’s graphic identity.
Located in an historic vault beneath the famous Milano Centrale train station, The Diner was conceived as the ultimate gathering place, taking guests on an experiential road trip through iconic elements of American diner culture.
- Client
- Surface Magazine
- Project Category
Creating a distinct, colorful visual style, Rockwell Group was able to explore the enduring appeal of diners: their ability to turn strangers into a community, elbow-to-elbow; their resonance with both locals and nomads alike; their celebration of casual yet intimate encounters; and their existence at the crossroads of different cultures and eras.
The Diner provided a platform for a number of partnerships, from food and drink to furnishings featuring designers and brands that represented a global perspective.
In the West Coast diner, guests were welcomed by a mash-up of Joshua Tree’s bohemian roots and the eclectic flair of Venice Beach. Lush plants, found objects, and indoor-outdoor lounge furniture were complemented by continuously transitioning projected images of sunsets on the open road.
