(Photos: Kelsey McClellan. Styling: Michelle Maguire)
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.


View The Diner Media Kit, host your event at the space during the furniture fair, or partner with us on this landmark project.


Want to join us for a milkshake and more at The Diner? Sign up to be one of the first to know when reservations are being accepted.



(Photo: Claudio Grassi)


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.

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.

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 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/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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