The LAB at Rockwell Group
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Who We Are

 

We are constantly creating new ways of interacting, connecting, and experiencing. We develop brands and brand experiences, program immersive environments, and design exhibitions and pop-ups. Our diverse team is multidisciplinary in our work, and holistic in our approach.

 

Our Core Offerings

 

Strategy

Branding

Identity

Naming

Positioning

Visual Language

Narrative

Experience &
Interactive Design

Experiential 

Interaction

Technology Systems

Content

Environmental Design

Immersive Environments

Pop-Ups

Temporary

Exhibition

Branded Environments

 

Our Process

Strategy 

Research and Insights

Strategy and Narrative Development

Concept 

Concept Development

Experience Journey and Narrative

Schematic  
Design

Interaction and Digital Content Design

Environmental Design

Technology Master Planning

Prototyping and User Testing

Design  
Development

Refine Designs

Final Renderings

Animation Samples

A/V Technical Specifications

Production Planning

 

Production 

Digital Content Creative

Software Development

Fabrication of Exhibits and Physical Interfaces

A/V Integration Development

Installation

Oversee A/V Equipment and Exhibit Set Up

Software Development

On Site Configuration

Technical Documentation

Training of Staff


Meet Our Team

 Alexandra Aviv Junior Strategist

Alexandra Aviv
Junior Strategist

 Santiago Castano Motion Designer

Santiago Castano
Motion Designer

 Melissa Hoffman Studio Leader

Melissa Hoffman
Studio Leader

 Justin Nguyen Architect

Justin Nguyen
Architect

 Jennifer Urbanowski Project Manager

Jennifer Urbanowski
Project Manager

 Allison Ball Graphic Designer

Allison Ball
Graphic Designer

 Noah Edelstein Project Manager

Noah Edelstein
Project Manager

 Arianna Lebed Architect

Arianna Lebed
Architect

 Inessah Selditz Interaction Designer

Inessah Selditz
Interaction Designer

 Susan West New Business

Susan West
New Business

 JT Bachman Senior Architect

JT Bachman
Senior Architect

 Wayne Fung Architect

Wayne Fung
Architect

 Dan Marino Architect

Dan Marino
Architect

 Danny Taft Senior Strategist

Danny Taft
Senior Strategist

 Shaun Witten Studio Manager

Shaun Witten
Studio Manager

 Nick Bartzokas Technologist

Nick Bartzokas
Technologist

 Dave Gare Producer

Dave Gare
Producer

 Dan Melancon Technologist

Dan Melancon
Technologist

 David Tracy Technologist

David Tracy
Technologist


Our Partners

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Want to work with us?


 

Projects

  Brightline  All Aboard Florida

Brightline
All Aboard Florida

 Luminaries Brookfield Place

Luminaries
Brookfield Place

 605 3rd Avenue

605
3rd Avenue