Salone Milan diner burger rockwell group installation

Tomorrow worked with David Rockwell and his team at Rockwell Group on a multi-layered project that saw Rockwell collaborate with US design magazine Surface and partners to mark the publication’s 25th  anniversary. The Diner celebrated American design, an unforgettable contemporary presentation of the archetypal roadside restaurant.


Our role was to promote our client’s design of the immersive pop-up installation at Ventura Centrale. Tomorrow worked with project partners to devise a communications strategy to publicise the event to international media, set up interviews with key players, invite guests to attend The Diner events and ensure a broad range of quality print and online coverage results.

American Diner style bar in hot pink with bold colours at Salone del Mobile

The Diner was listed multiple times as one of the must-see Milan Design Week 2018 installations, including in Wallpaper* (International), The Spaces (UK), Designboom (Italy) and Design Week (UK). It also received a Milan Design Award 2018 for Best Engagement. Tomorrow secured more than 65 pieces of print and online international coverage for this project, including coverage in The Telegraph Magazine (UK), The Sunday Times (UK), Dezeen (UK), Elle Decoration(UK) and Designboom (Italy).

Other Work

Pinch at Salone del Mobile
April 2016
salone textiles milan design show kyoto
HOSOO at Salone del Mobile
June 2022
Astep-Candela for Euroluce 2027
Astep at Euroluce
April 2017