Event Description

From his work for Prada to the "junkspace funhouse" space he created (with architect Rehm Koolhaas) for IIT, Michael Rock consistently breaks conventions by bringing new dimension to environmental graphics. A founding partner of 2x4 in New York, Rock will inspire and stimulate you with his provocative approach to design. Incite/Insight provides a launch pad for thought, a forum for discussion and the platform to promote better design.

Known for developing unexpected content for art, design, architecture, and cultural clients, founding partner and creative director of 2x4, Inc., Michael Rock leads a wide range of projects including strategy for Prada and Condé Nast in collaboration with AMO/Rem Koolhaas. He leads environmental graphics and media design for the Prada New York Epicenter Store and was principal-in-charge of the IIT McCormick Tribune environmental graphics program and the Vitra Branding/New York Headquarters. Most recently, Michael and 2x4 received the Cooper-Hewitt 2006 National Design Award for Communications Design. This award is given for exceptional and exemplary work in graphic or multimedia design.

Event Summary

Michael Rock, founding partner of 2x4, Inc. in New York, spoke to a full house at the Alliance Francais in October as part of the Incite/Insight series. He focused on 2x4's intense process of research and exploration, how it translates into environmental and media graphics, and then concentrated on his long-term collaboration with Rem Koolhaas for Prada.

The majority of the work Rock presented was research, illustrating his firm’s thinking process and emphasizing his belief in the process being as important as the end product. "It's not what you say, but how you say it...  the content should not drive the organization of the work. Content doesn't resolve what makes our work ours." Rock said. From this attitude, 2x4's distinct style of fragmentation and pixilation has emerged. This style is evident in his firm’s work for Conde Nast, the IIT McCormick Tribune Center, Chanel, Guggenheim Las Vegas, Vitra, and Prada.