The Diner

The Diner by David Rockwell + Surface with 2×4 brings together acclaimed designers and brands to reimagine the iconic American dining experience for Salone del Mobile 2018 to celebrate its 25th anniversary.

Surface presents The Diner by David Rockwell in collaboration with 2×4. Image by Michele de Candia.

Leading American design magazine Surface have collaborated with architect David Rockwell and design studio 2×4 to create The Diner, an installation which was revealed at Ventura Centrale at Milan Design Week. The fully operational pop-up restaurant immerses visitors in a coast-to-coast journey through the United States, where four distinct environments—the Roadside Diner, East Coast Luncheonette, Midwest Diner, and West Coast Diner—will celebrate American design now.
“Diners have always been a home away from home for me and a place to observe people coming together. They are inherently optimistic mix of consistency, familiarity, and pioneering design. It has been a thrill to collaborate with Surface and 2×4 on our own version of The Diner” says David Rockwell, founder and President of Rockwell Group.

David Rockwell’s design concept and vision and 2×4’s vibrant graphic identity made the concept come to life. Together, the team secured brands and collaborators to enhance the experience and build this ambitious project.

Midwest Diner (left) and East Coast Luncheonette (right). Image by Michele de Candia.

Open throughout Milan Design Week, the Diner features daily programming, including private events, designer karaoke, and late-night entertainment throughout the week. The restaurant features a contemporary menu for breakfast, lunch, and dinner as well as late-night cocktails. The dining experience is executed by renowned New York –based specialty food purveyor Murray’s Cheese. Melding tradition with a contemporary twist, Murray’s pays tribute to diners of the past while serving guests a taste of the future.

“Food and design have always gone hand in hand. Cheese is the thing that Murray’s knows best, and we are thrilled to reinterpret our classic dishes through a collaborative vision with design leaders Surface and Rockwell Group. By reinterpreting American classics–grilled cheese, mac and cheese–and sharing them in this context, Murray’s links the history of our American roots with the scope of an increasingly interconnected world,” says Elizabeth Chubbuck, SVP of Marketing and Sales for Murray’s Cheese.

The Diner kicked off on Monday, April 16 with a VIP launch party. We can’t wait to see what else is in store at Milan Salone De Mobile 2018!

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