I don’t think of myself as a brand. Branding to me feels like a position or identity that’s frozen in time. I’m more interested in transitions. – David Rockwell
I like entertainment and think mastery is good, though I don’t feel like a master. If a theme means having a story that’s legible, then that’s certainly what we do. But we don’t treat design as an add-on layer. – David Rockwell
You have to think of a restaurant as a series of impressions. But what makes my job so great is there’s no one answer that’s right for every restaurant. – David Rockwell
Every project is an opportunity to learn, to figure out problems and challenges, to invent and reinvent. – David Rockwell
