launch a furniture collection without showing the collection

Identity . Visual Language . Content Development . Website . Print . Writing . Art Direction

Designed by David Rockwell for Knoll, Rockwell Unscripted is an expansive workspace furniture collection of over 30 different elements in six different categories. It’s an unconventional collection of improvisational elements that demanded an equally unconventional and improvisational approach to the branding.

The collection responds to the user’s working style, turning the typical office system paradigm on its head. It’s uncorporate, unrigid, and untraditional so we decided to unshow the collection by inverting the usual approach of featuring the product, and instead, put the the user experience and environment at the forefront. We shifted the focus from the design of the furniture to the experience, simultaneously highlighting and hiding the actual collection.knollrockwell_02knollrockwell_03knollrockwell_04knollrockwell_05

Design details reference the signature hand holes in the tables and seating, and spot varnish highlights the furniture silhouettes. Wraparound text and and inverted typography invite users to rotate the brochure, themselves, or both, translating the Unscripted experience into a visual concept, while staying true to Knoll’s typographic purity. A lexicon of un-words simultaneously describe what the collection is and isn’t, delivered in a freeform narrative style expressing the improvisational nature of how the collection is designed to be used.


  • Agency Partner: Gretel, New York
  • Creative Director: Weston Bingham
  • Designers: Dylan Mulvaney, Elaan Bourn, David Chun, Pam Olecki
  • Writers: Julian Bevan, Todd Peleg
  • Photographer: Allison Michael Orenstein
  • Digital Execution: Schema Design