Who We Are
We create playful and evocative experiences by merging story, architecture, and technology.
We bring a unique point of view to each project with our multidisciplinary team. We are architects, designers, strategists, and technologists, all with different backgrounds and a range of previous experience. We pride ourselves on bringing a diversity of thought to each installation, ensuring innovation, creativity, and originality in each experience we build.
In 2003, Coca-Cola commissioned Rockwell Group to create a design innovation studio. Dubbed Studio Red, the unit became an in-house research and development team. We embarked on a program to enhance the entire experience of Coca-Cola that went beyond the brand. We have since evolved into LAB at Rockwell Group. Our mandate isn’t just what if, but why not.
The LAB was born of the same DNA as Rockwell Group: We are driven by our curiosity to bring people together and connect them to the environment.
“We don’t use technology for technology’s sake.”
— Melissa Hoffman, LAB Studio Leader 2009-2020
Our Services
We always start with a human approach
Story
Experience Narrative
Research & Insights
Visual Language & Identity
Branding
Architecture
& Design
Experiential Master Planning
Cultural Exhibitions
Temporary & Permanent Installations
Retail Pop-Ups
Content Production
Technology
Interaction Design
Prototyping
System Design & Architecture
Software Development
Coordination & Installation Oversight
Our Process
Think – Design – Build
This is how great experiences are built. We deliver end-to-end services, from strategic direction to launch. Each project begins with a brainstorming session that leads to iterative prototyping, development, and production.
Concept
Research and Insights
Strategy Development
Concept Development
Experience Narrative
Schematic
Interaction Design
Digital Content Design
Environmental Design
Tech Master Planning
Prototyping & Testing
Design Dev.
Refine Designs
Final Renderings
Animation Samples
A/V Tech Specifications
Production Planning
Production
Digital Content Creative
Software Development
Fabrication of Exhibits
Physical Interfaces
A/V Integration Dev.
Installation
A/V Equipment Set Up
Software Development
On Site Configuration
Documentation
Training of Staff
Our Team
We are architects, strategists, interaction designers, and content developers.
