Contract Magazine - January 2020 - 47

PHOTOGRAPHY:

2020

V I S I O NA RY

DAV I D R O C K W E LL
by Belinda Lanks
Portrait photography by Laurel Golio

David Rockwell's office sits above Union Square, a fitting location and a source
work in words, and I think that's what the physical world does."
of inspiration for an architect who moved to New York 30-odd years ago for its
That approach has won Rockwell loyal longtime clients: "David listens
buzzing street activity. "The part that seduced me about New York wasn't how
carefully to the story our restaurants want to tell, and then solves design problems
iconic vertical structures look from the sky," he says. "It was how this messy,
with equal parts ingenuity and thoughtfulness," says Danny Meyer, the founder
vital ground floor was constantly changing and immersing you." Union Square is
and CEO of Union Square Hospitality Group, who has partnered with Rockwell
emblematic of the city's versatility: Its function and character change throughout
on designs for Union Square Cafe, Maialino, and Union Square Cafe again, when
the weeks and months, converting from a farmers market and communal
it moved a few blocks away from its original location in 2016. "His love for and deep
gathering spot to protest grounds and a holiday market.
experience in theater provides an additional dimension of versatility to his
That transformative spirit-and the aspiration to transport people
design tool kit."
into another world by tapping their own imagination-carries through all of the
Rockwell returns often to metaphors from theater, his "first love" before
multifaceted designer's projects, and as much as New York has influenced him,
studying architecture at Syracuse University. The 63-year-old designer spent
he has shaped the urban landscape through everything from theaters and eateries
his early childhood in the Jersey Shore town of Deal, where his mother, a vaudeville
to schools and playgrounds. Over his career, he has designed stage sets for 65
dancer and choreographer, founded a community repertory theater for which he
Broadway and off-Broadway shows, 275 restaurants (beginning with Sushi Zen in
provided not only acting talent but also handmade stage sets. He took an interest
Manhattan), and 96 hotels (starting with the W New York). As Rockwell covered the in architecture when he was 12, after his family moved to Guadalajara, Mexico, a city
gamut, his studio grew to include 250 people as well as a satellite office in Madrid,
of bustling marketplaces and vibrant street life. "Talk about storytelling," he says.
allowing him to branch out to more than 160 other cities. "Breadth and width
"All public activities took place on the street," leading him to develop an appreciation
are life-giving for us in terms of range of work," the designer says.
of "architecture's power to bring people together and tell a communal story"-
Given the number of projects in his portfolio, one would expect Rockwell
an idea that underpins all of his work today. "In my point of view, buildings, much
to have a singular style that keeps clients coming through the door. But he eschews
like theater, only come alive when there's an audience," Rockwell says.
formulas, priding himself on finding unpredictable solutions informed by rigorous
His penchant for bringing people together was evident in his very first
research. Prospective clients might come to Rockwell because they've seen a
interior-design commission for the Japanese restaurant Sushi Zen. Instead of using
particular restaurant design, but the designer won't replicate a look or feel from
a traditional sushi bar that is straight for one-on-one interactions with the chef,
another project, instead digging deeper until he discovers a unique story to tell
Rockwell created a lightning-bolt-shaped bar, so that groups of two or three could
through a space. "Our clients know they're never going to get the same version
socialize. He opened his independent studio, Rockwell Group, the same year, going
of the same thing," he says. "One of the things that design does in theater and
on to build a name for himself as a designer of distinctive restaurant interiors.
in architecture is based on figuring out not just the narrative story you're telling
In 1994 alone, he designed Nobu, Vong, and Monkey Bar in quick succession.
but emotionally what's going to make the project special. In a musical, people often
If any single restaurant solidified Rockwell's reputation it was Nobu for celebrity
say the reason someone would sing is when what they have to say wouldn't
chef Nobuyuki "Nobu" Matsuhisa. Since Matsuhisa hailed from the countryside,
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Contract Magazine - January 2020

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