The Rockwell Group is an acclaimed design and architecture studio based in New York. Founder David Rockwell, has long harboured a fascination with immersive environments. He grew up in the theatre - his mother, a vaudeville dancer and choreographer, often cast him in community repertory productions. When he was 12, David’s family had a dramatic scene change, moving from New Jersey to Mexico. There he discovered a whole new world of vibrant marketplaces, street life, and public spaces. "It's about observing a situation - a process, object or place - and beleiving that it can be better."