The LAB at Rockwell Group

Hudson Yards Experience Center


Hudson Yards Experience Center

10 Hudson Yards
New York, New York

Area of Service
Interactive Design
Environmental Design
Content Development
Software Production

18,000 sqft

The Experience Center brings the story of Hudson Yards and the neighborhood together with luxurious materials and interactive technology. A collaboration between the LAB at Rockwell Group and Rockwell Group's architecture and interior design practice, the Hudson Yards Experience Center is for the residences at 15 Hudson Yards (Diller Scofidio + Renfro in collaboration with Rockwell Group) and 35 Hudson Yards (SOM). 

Inspired by its downtown-leaning location, Chelsea’s place in the art world, and views of the Hudson River, Rockwell Group designed museum-like brand galleries containing a series of immersive and interactive experiences that allow guests to engage in the neighborhood and its many parks, amenities, and extraordinary architecture.

A dramatic entrance introduces guests to the "Capital of the Cultural Coast." A dedicated Brand Gallery tells the story of New York's first 21st century neighborhood. A digital art gallery is designed for interactive discovery, its custom 3D printed objects unlocking stories hidden in walls. An experiential, 360° immersive room reveals NYC's newest cultural icons with wrap-around, floor to ceiling projections that bring the view to life.

Marrying narrative and luxury design, the Experience Center conveys the story of Hudson Yards: an extraordinary, cutting edge neighborhood where New York's future is being crafted by a diverse and growing community. The layering of materials, texture, interactive technology, and craft enhances the Experience Center's feeling of discovery and wonder. 


The Hudson Yards Experience Center brings a neighborhood to life before its materialization through the marriage of storytelling, interactive technology, and thoughtful design.