Press | November 24th 2014

Rockwell Group Collaborates with Code and Theory on New Site

NEW YORK, NOVEMBER 24, 2014 — For 30 years, Rockwell Group, the architecture and design firm created by David Rockwell, has been a pioneer in hotel, restaurant, theater and playground design. Today, Rockwell Group unveiled, a fully-responsive digital platform allowing users to easily navigate the site on desktop computers, tablets and smartphones. doesn’t simply showcase the work of the global firm, which also has studios in Madrid and Shanghai, but rather in a break from the industry standard, the new site will become a platform to share the studio’s creative design process and inspiration through original content and a variety of digital channels that encourage delight and discovery.

Designed in collaboration with Code and Theory, the site will present the work through a combination of storytelling and connection to both social and direct media. Channels will present new projects as well as firm news. From key driving ideas through technical details, the site allows Rockwell Group to tell the story of a project from inception to development to the end product, and ultimately its effect on the user. Social media and user comments are integrated into each story to extend the conversation, and bring user voices to the forefront. A channel titled “Curiosities” will present ideas, inspiration and trends emerging from Rockwell Group and the design community at large.

“Rockwell Group’s redefined website platform reflects how I think about both the work we’re doing and the process by which we’re thinking about the experiences our work creates: it’s dynamic, collaborative and fun,” said David Rockwell, founder and President of Rockwell Group. “Storytelling and technology have influenced our studio’s work over the past 30 years – not simply in our approach to design, but also how they increasingly change the experience we create in our designs. Code and Theory, which has extensive experience with some of the best news and publishing outlets, was an ideal collaborator to help us develop a framework for an editorially-driven, content-rich digital experience.”

"Rockwell Group and Code and Theory realized that the company's diverse offerings did not fit neatly into defined categories,” said Mike Treff, Managing Partner of the Product Design Group at Code and Theory. “The new allows the firm endless flexibility to showcase its breadth of services and insights in a non-linear way, and encourage discovery. We are proud to have partnered with Rockwell Group on a more beautiful digital canvas to allow the firm to tell better stories about every project, inspiration, and curiosity.”


About Code and Theory

Code and Theory is an award-winning creative agency that creates products, content and campaigns across physical and digital worlds. Founded in New York in late 2001, Code and Theory is one of the largest remaining independently-owned creative agencies, with more than 255 people working across offices in New York, San Francisco, London, and Manila. The agency creates across the entire ecosystem – from physical and digital product creation to digital marketing and storytelling. Our past and current clients include Hearst, Vogue, Guardian News and Media, Bloomberg, Mashable, the Los Angeles Times, Dr Pepper Snapple Group, and many others. For more information, follow Code and Theory on Twitter and Facebook, or visit

About Rockwell Group

Rockwell Group is a 200-person architecture and design firm based in New York with offices in Madrid and Shanghai. The firm’s work ranges from hospitality, to cultural and healthcare, to educational, product, and set design. Projects include W Hotels (New York, Paris, Singapore, and Vieques); Shinola (New York); the TED2014 Conference Theater (Vancouver, B.C.); NeueHouse (New York); Travelle at the Langham (Chicago); The Cosmopolitan of Las Vegas; Maialino (New York); Nobu restaurants and hotels worldwide; product collaborations with Jim Thompson, Maya Romanoff and The Rug Company; and set design for Kinky Boots, Lucky Guy, and Hairspray. For more information, please visit

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