The LAB at Rockwell Group



MGM Cotai


Area of Service
Strategy & Positioning
Visual Identity
Train Interiors & Exteriors
Station Interiors

85 ft long
5 cars per train
5 colored trains

Florida’s First Brightline Train
— USA Today

Rockwell Group brought intimacy, discovery, and surprise to the public spaces of MGM Cotai, a grand resort and casino—lobbies, retail corridors, a traditional Chinese restaurant, and The Spectacle, a football-field-sized, glass-topped atrium at the heart of the project and the confluence of its many offerings.

In the Spectacle, tiers of floating bronze, wood, and stone volumes contain seating and lush greenery and break down the articulation of the space like a quarry.We designed the 25 high definition screens in the Spectacle and they blur the lines between physical architecture and digital activation. A “cloaked” state camouflages the screens into its surroundings with digital representations of the physical space. All of this architecture comes to life as materials slide and recede from the screens, and the entire room is transformed with content creating moments of grand surprise and wonder for passersby.


Brightline is a new passenger railroad designed through the lens of hospitality to provide an unbeatable travel experience that connects individuals in a meaningful way.

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