Here within the Ventura Centrale Design District, David Rockwell teams up with Surface Magazine and studio 2x4 for an authentic piece of America at Milan Design Week 2018. If you’re looking for a place to rest during the constant movement of Fuorisalone 2018, or maybe even a satisfying taste of America’s finest, this pop-up joint is the place for you.
Diners are the quintessence of America: democratic, vintage, rustic or urban, they’re the restaurants that you’ll find through the entire country, no matter where you find yourself.
Extending beyond all regional and cultural confines, the American diner has been immortalized in films, like When Harry Met Sally, Pulp Fiction, or even Grease. The list goes on and on, from Arnold’s in Happy Days to the Pitch Pit of Beverly Hills 90210, and the melancholic and metaphysical scenes painted by Edward Hopper.
The diner helps define a complex social structure, it’s a meeting place for the cocky young preps as well as a private refuge for the reserved outsiders. A cup of coffee and a slice of apple pie at the bar, a newspaper to read, and a light conversation with the waitress (usually by the name of Sandy or Wendy), a pit-stop on the road, a guarantee in the city. The diner is the most authentic architecture Made in the USA.
The interiors here at Rockwell’s diner tell the story of a transversal and contemporary USA that idealizes the American Dream with a certain nostalgia. The restaurant, divided into three sections, assigns an American region to each space to conserve their respective elements and characteristics.
Get a good look at the central island bar with signs in neon and Formica tables reminiscing the 1950’s, while the walls host countless frames of celebrities in their favorite diners across the country.
Starting with the East Coast Luncheonette, dark colors — gray and black — represent the sophistication of New York and Washington. Moving to the Mid-West, red, pink, and fuchsia dominate the scenery. And the West Coast Diner hosts visitors among plants, relaxation areas, and hammocks.
The spaces are concluded with a stage for the nighttime events where a full moon transforms the Milan scenery into a La La Land atmosphere in Los Angeles. Reservations are mandatory and the diner is open until April 22nd for lunch or dinner: burgers, t-bone steak, super sandwich, and french fries.
