David Tracy
David leads Creative Technology at the LAB at Rockwell Group, an experience design studio informed by the principles of hospitality and theater. At the LAB, his work imagines spaces that transform, respond, and play — inviting participation, connecting people, and igniting surprise to expand architecture's capacity for storytelling. He leads the LAB's R&D efforts exploring technology as an architectural material, leveraging the LAB's position at the intersection of interaction design, storytelling and architecture to develop dynamic and interactive spaces.
He has collaborated with clients including the Smithsonian Institution, Softbank, Bristol Myers Squibb, Related Companies, the Milken Institute, TAO Group, Fisher Brothers, Brookfield Properties, and the National Building Museum. David holds a Bachelor of Science in Architecture from the University of Illinois at Urbana-Champaign and a Master of Professional Studies in Interactive Telecommunications from New York University.
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18-Jun-2026Booth N6668From Lobby to Stage: Designing Responsive Environments in Hospitality and Performance

