To celebrate its 25th anniversary, Surface is teaming up with celebrated architect David Rockwell to explore American design now by recasting a U.S. icon. Aptly called The Diner, the experience will take place at Ventura Centrale during the Salone del Mobile design and furniture fair and will offer a coast-to-coast journey through the United States. Four distinct environments—the Roadside Diner, the East Coast Luncheonette, the Midwest Diner, and the West Coast Diner—will riff on aesthetic ideas from around the country with a modern twist. Rockwell’s vision will be enhanced by emerging and established U.S.-based designers, including the distinguished design consultancy 2×4, which is creating a comprehensive visual identity for the project. During the day, The Diner will offer a contemporary take on quintessentially American food and drink, and feature a conversation series and other programming; at night, the space will transform into a nightclub featuring performances and parties. Located at Ventura Centrale, The Diner will be a major attraction in Milan: a place where strangers become a community.
ROADSIDE DINER
COSENTINO
Dekton® countertop and small booth table tops in Orix finish
Design Within Reach DWR Contract
1006 Navy® Side Chair, Emeco
Deneb Laminate Table, Stua
Dioscuri Table Lamp, Artemide
All Pillows, Maharam
FOCUS LIGHTING
Lighting design, using fixtures provided by Design Within Reach and Philips Lighting
Philips Lighting, Commissioned By Arkilux
Accent lighting and planter accents
Linear LED lighting
Pure+FreeForm
Metal wall panel in Frozen Titanium
Metal wall panel from the Chameleon collection in Specter AT010
Shaw Contract LVT
Surface + Strand, Surface 0515v in Pitch 15550
Kohler
Essex kitchen sink faucet with gooseneck spout
Undertone trough kitchen sink with wire basket
Duostrainer sink drain and strainer with tailpiece
L’OBJET
Soie Tressée Collection
TINA FREY
Large champagne bucket
Champagne bucket
Extra large platter
Small pedestal bowl
Small pedestal
Large pedestal cake stand
SenovvA
A/V equipment
East Coast Luncheonette
Cosentino
Silestone® central bar top in Eternal Pearl Jasmine finish
Dekton® booth tables in Opera finish
Design Within Reach DWR Contact
1006 Navy® Barstool, Emeco
Dioscuri Table Lamp, Artemide
Stanley Large Pendant, Original BTC
Turn On Table Lamp, Hay
FOCUS LIGHTING
Lighting design, using fixtures provided by Design Within Reach and Philips Lighting
Philips Lighting, Commissioned By Arkilux
Accent lighting and planter accents
Linear LED lighting
CHEMETAL
Custom “Diner” embossed design on anodized aluminum collaboration by the LAB at Rockwell Group and 2×4
Shaw Contract Carpet Tile
Color Form tile in Mask, Coax, Mystic Grey, and Mystery
Benjamin Moore
Black HC-190, Regal® Select, Semi-Gloss
Black HC-190, ADVANCE®, Satin
KOHLER
Undertone kitchen sink
Essex kitchen sink faucet with gooseneck spout
Duostrainer sink drain and strainer with tailpiece
Showmotion
Custom curtain design and fabrication
L’Objet
Soie Tressée Collection
Artkademy
Black wall-painted stripes
Midwest Diner
Cosentino
Silestone® central bar top, in Eternal Pearl Jasmine finish
Dekton® booth tables in Opera finish
Design Within Reach DWR Contract
1006 Navy® Barstool, Emeco
Dioscuri Table Lamp, Artemide
Stanley Large Pendant, Original BTC
FOCUS LIGHTING
Lighting design, using fixtures provided by Design Within Reach and Philips Lighting
Philips Lighting, Commissioned By Arkilux
Accent lighting and planter accents Linear LED lighting
Chemetal
Custom “Diner” embossed design on anodized aluminum collaboration by the LAB at Rockwell Group and 2×4
Shaw Contract Carpet Tile
Gradient tile in Rose Wine
Tru Colors tile in Purple Heart
Benjamin Moore
White OC-151, ADVANCE®, Satin
Kohler
Undertone kitchen sink
Essex kitchen sink faucet with gooseneck spout
Duostrainer sink drain and strainer with tailpiece
L’Objet
Soie Tressée Collection
Showmotion
Custom curtain design and fabrication
Electrolux
Kitchen appliances
West Coast Diner
Cosentino
Silestone® bar counter in Eternal Pearl Jasmine and Eternal Marquina finishes
Design Within Reach DWR Contract
1006 Navy® Barstool, Emeco
Cassero 60 Planter, Serralunga
Cassero Long Planter, Serralunga
Cotton Club Lounge Chair, Stellar Works
Dioscuri Table Lamp, Artemide
Drum Pouf, Softline
Eames® Molded Plywood Lounge Chair, Herman Miller®
Fire Bench, Loll
Go Porch Swing, Loll
Lína Swivel Chair, Design Within Reach
Norm Chair, Design Within Reach
OK Sofa, Hjelle
Outline Round Coffee Table, Design Within Reach
Port Side Table, Design Within Reach
QT Chair, Stellar Works
Rise Wall Lamp, Normann Copenhagen
Series 430, Verpan
Spinneybeck® Cowhide Rug, Design Within Reach
Superloon LED Floor Lamp, Flos Taavi Chair, Loll
Tipi Table, Design Within Reach
Turn On Table Lamp, Hay Twin Occasional Table, Hjelle
Valet Lounge Chair, Stellar Works
Zero Table, Stua
Shaw Contract Carpet Tile
Color Frame tile in Blaze
Gradient tile in Firefly
Philips Lighting, Commissioned By Arkilux
Accent lighting and planter accents
Linear LED lighting
L’Objet
Soie Tressée Collection
FOCUS LIGHTING
Lighting design, using fixtures provided by Design Within Reach and Philips Lighting
MAHARAM TEXTILES
Bask
Bright Grid by Scholten & Baijings
Cotton Velvet
Galaxy by Kvadrat
Lift by Konstantin Grcic
Mechanism
Benjamin Moore
Fireball Orange 2170-10, Regal® Select, Semi-Gloss
Bisazza
Pass by David Rockwell for Bisazza Cementiles in Dessert
Kohler
Undertone trough kitchen sink with wire basket
Duostrainer sink drain and strainer with tailpiece
NASSER NISHABURI
Silence Zilu rug in red and blue by Luis Eslava for Nasser Nishaburi
Silence Azerbaijan rugs in red and in mustard by Luis Eslava for Nasser Nishaburi
Custom Hammock
Lombrello
Numero 6 coffee table
Sedia REA chair
Hjertestolen chair
Showmotion
Custom curtain design and fabrication
Artkademy
Orange wall-painted stripes
SenovvA
A/V Equipment
Wallpaper Projects
Wallpaper-wrapped Hollywood booth in collaboration with Gretta Johnson
SURFACE MAGAZINE
Surface is the definitive voice of global design. For 25 years, the publication has produced authoritative and thought-provoking stories on architecture, art, design, fashion, and culture. Surface offers a clean aesthetic and incisive writing with an emphasis on process and craftsmanship. Surface is a compass for today’s creative leaders and a barometer for what’s new and what’s next.
ROCKWELL GROUP
Based in New York with a satellite office in Madrid, Rockwell Group is an interdisciplinary architecture and design firm that emphasizes innovation and thought leadership in every project, from hotels and restaurants, to cultural institutions, and to set design. Founded by David Rockwell, the firm uses theater, technology, and finely-wrought craft to create extraordinary performative environments across the globe. A strong commitment to explore and experiment resulted in the formation of the LAB at Rockwell Group, an experience design studio that blends interactive technology, architecture, strategy, and storytelling.
2×4
Founded in 1994 by Michael Rock, Susan Sellers and Georgianna Stout, 2×4 is a global design consultancy headquartered in New York with satellite studios in Beijing and Madrid. The focus of its work is brand strategy for cultural and commercial clients who value the power of design. 2×4 identifies and clarifies core institutional values and creates innovative, experiential, participatory and visually-dynamic ways to engage key audiences worldwide. 2×4’s intellectual and creative conviction is that thoughtful design can make an essential contribution to every level of cultural discourse.
VENTURA PROJECTS
Ventura Projects are curated exhibition areas that present the latest developments at the forefront of contemporary design. Each project involves carefully selected exhibitions that also feature temporary initiatives, special projects or hospitality concepts. Conceptual experiments are juxtaposed with professional presentations. In this way, visitors are challenged to view design from different perspectives, and participants are connected with others working beyond their own domain.
ALLENBY CONCEPT HOUSE / JACOB PERES OFFICE
Allenby/JPO is a partnership of two leading international agencies, providing clients with 360-degree service within the world of design marketing. Innovative concept development combines with world-renowned communications and flawless production execution allows brands to be seen in a truly original way. With offices in New York, London, and Tel Aviv, Allenby/JPO is able to utilize resources worldwide to bring together the very best of the globe.
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