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10 Minutes With: Brad Zuger

By Rockwell Group

Studio Leader Brad Zuger tells us about escaping the farmlands of Nebraska for high rise cities, the experimental spirit he tapped into while working in Asia, good fiction, and his studio's restaurant list.

What role did design play in your childhood growing up?

I grew up in Nebraska and there were no architects in my family. The landscape was flat farmland, which I think inspired my curiosity about cities. As a kid, I liked making things; I was a dreamer kind of kid and curious about the world and traveling.

By middle school, I knew I wanted to do this.


I learned about Frank Lloyd Wright and I loved his work, especially the fact that he not only designed houses, but also the entire world that accompanied them.

As a teen, I went to Chicago with friends to see his work. I visited New York in college and the first thing I wanted to see was the Guggenheim. I snuck out of the house to see architecture.

Tell us about an experience you had where design or architecture played a pivotal rolea memorable trip, a specific discoverydoesn’t matter how big or small.

I escaped Nebraska and went to grad school in Los Angeles. L.A. has such an interesting legacy of architecture and there is so much experimentation with an attitude of openness. So it was a really cool place to study and I was challenged to think and make things in new ways. And we were on the Pacific Rim and then-dean of the University of Southern California, Qingyun Ma, had a practice (MADA s.p.a.m.) in Shanghai, so we were able to garner experience working in Asia.

I did a workshop with Ma on the island of Hainan. I had the opportunity to work on an eco-tourism project in collaboration with other schools.

Skateboarding poster showcasing the project in the background.

I moved to Shanghai after graduation. It was a good time to go because of the U.S. recession (many classmates left the profession altogether). While working at MADA s.p.a.m., I led the design of a bridge and water tower beautification project affiliated with the 2010 World Expo site.

When I returned to the United States, I worked at KPF and traveled back and forth to Asia regularly. It made me think more globally. This was when I started working on hotels with brands like Rosewood and Park Hyatt.

What books are on your nightstand right now?

I am half way into The Seven Moons of Maali Almeida. I started To Paradise, but that’s going to be a long journey.

If you weren’t an architect, you’d be...


Probably a filmmaker. I’m fascinated with creating scenes and dreamscapes. I love a good “architect-y” film—the original Bladerunner, Brazil, and North by Northwest.

Name a recent moment working on a project where you felt proud / excited / challenged / curious…

I feel that way about every project.

There’s a lot of opportunity in every project. We’re not trying to do anything conventional. Each project offers a way to innovate.

In 550's Grand Hall, we framed the original oculus and murals by Dorothea Rockburne.
Throughout, we created transitional spaces for work, play, and retreat.

The thread is the story we develop and rethink. It’s more iterative.


We recently re-sculpted the amenity floor of one of New York City's most recognizable architectural landmarks: 550 Madison. Our brief was to create a set of luxurious and premium spaces that hadn’t been seen in a workplace environment before.

Tell us about a mentor who helped you get to where you are today.

Greg (Keffer, Partner and Studio Leader) has definitely been a very good mentor for me, always encouraging my growth and giving me room to succeed and space to fail. He’s supported my evolution as a designer and leader.

What’s your favorite workday snack?

Coffee. A nice oat latte.

What’s your favorite part of Rockwell Group’s New York office?

The studio area. I really like seeing the pinup boards and the whole range of projects going on, the process. I really like seeing other people looking at that and the conversations that spark from those.

What’s your favorite restaurant?


I love going to restaurants and trying new foods. Every restaurant offers its own narrative. Ping's for dim sum; Vinegar Hill House for brunch; Il Sodi or Lilia for pasta; or Bonnie's for a fun time with friends.

The list could go on. My studio has a "Studio Z Food Network"—an open-ended list for the team to talk about their favorite spots.

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