Founded in 1994, 2x4 is a global design consultancy headquartered in New York City. The focus of our work is brand strategy for cultural and commercial clients who value the power of design. We identify and clarify core institutional values and create innovative, experiential, participatory and visually-dynamic ways to engage key audiences worldwide. Our intellectual and creative conviction is that thoughtful design can make an essential contribution to every level of cultural discourse.


  • New York
    180 Varick Street, 16th Floor
    New York City, NY 10014

    General Inquiries
    Douglas Freedman
    Chief Financial Officer
    (212) 647-1170

    New Business
    Jane Friesen
    Managing Director
    (212) 647-1170

    Press Inquiries

  • Beijing
    A1-14 Langyuan Station
    Banjieta Road 53, Dongba, Chaoyang District
    Beijing 100018

    首创郎园Station A1-14

    General, New Business, Press Inquiries
    Celine Fu, Principal
    Jing Xin, Principal
    +86 10 5332 2071


  • Michael Rock
    Partner, Executive Creative Director

    Michael Rock is a founding partner and executive creative director of 2x4, Senior Critic at the Yale School of Art and Professor at the Columbia University Graduate School of Architecture. At 2x4, he leads a wide range of projects, both cultural and commercial, for Prada, Miu Miu, Kanye West, Nike, Target, Hyundai and many others. Rock’s writing on design has appeared in publications worldwide. His critically acclaimed collection of essays and projects, "Multiple Signatures," was published by Rizzoli International in Spring of 2013. He holds an A.B. in Humanities from Union College and an M.F.A from the Rhode Island School of Design. He is a recipient of the Rome Prize in Design from the American Academy in Rome.

  • Georgianna Stout
    Partner, Executive Creative Director

    Georgianna Stout is a founding partner and executive creative director at 2x4 where she leads a wide range of projects across cultural and commercial sectors, from large-scale brand identity and packaging programs, to retail brand and digital experience programs. Her clients include Target, Starbucks, Instagram, Nike, Tiffany & Co., Tom Ford and Malin + Goetz. In the cultural sector, she has led brand identity and exhibition design for institutions such as the Cooper-Hewitt, Brooklyn Museum, Dia Art Foundation and the Studio Museum in Harlem. Stout has directed product development at 2x4 for Knoll, Maharam and Tarkett. She has been a visiting teacher and critic at Rhode Island School of Design, Parsons School of Design, MICA, The Cooper Hewitt and Yale School of Art, and holds a B.F.A from the Rhode Island School of Design.

  • Susan Sellers
    Partner, Executive Creative Director

    Susan Sellers is a founding partner and executive creative director of 2x4 and Senior Design Critic at Yale School of Art. At 2x4, she leads projects across cultural and commercial sectors, from brand strategy and identity to brand experience programs and exhibitions. Her clients include Samsung, Hyundai, Google, Lincoln Center, the Guggenheim, Isabella Stewart Gardner Museum, and many others. From 2013 to 2016, Sellers was Head of Design at The Metropolitan Museum of Art where she led design initiatives from brand identity and visitor experience to exhibition and permanent gallery installation. Sellers is on the board of Triple Canopy. She has taught and lectured widely and has been a visiting critic at the Rhode Island School of Design, Columbia Graduate School of Architecture, Planning and Preservation, SCI-ARC, Harvard Graduate School of Design, and the Scuola Politecnica di Design in Milan. Sellers holds a B.F.A. from the Rhode Island School of Design and an M.A. in American Studies from Yale University.


— Brand Positioning
— Brand Architecture
— Naming
— Content Strategy
— Experience Mapping
— Social Media Strategy

— Identity Design
— Design System
— Art Direction
— Print
— Packaging
— Books
— Activation
— Campaign

— Content Development
— Curation
— Copywriting
— Animation
— Film
— Social Media

— Architectural Design
— Interior Design
— Retail Design
— Event Design
— Experience Design
— Exhibition Design
— Installation Design

— Environmental Design
— Signage and Wayfinding
— Spatial Experience
— Activation

— Information Architecture
— Interface Design
— User Experience
— Data Visualization
— Website Design
— Mobile Design
— Digital Experience

Selected Clients

American Academy in Rome
AT&T Performing Arts Center
Barneys New York
Brooklyn Museum
Calvin Klein
Chinese Central Television
Columbia University
Cooper-Hewitt National Design Museum
Design Within Reach
Dia Art Foundation
Diller Scofidio + Renfro
Doha Film Institute
Foster + Partners
Freer | Sackler
Guggenheim Museum
Harvard University
Isabella Stewart Gardner Museum
Kanye West
Kate Spade
Lincoln Center
Longwood Gardens
Malin + Goetz
Miami Art Museum
MTV Networks
Museum of Modern Art
Museum of the Moving Image
New Additions
New York University
Procter & Gamble
Qatari Museum Authority
SHoP Architects
SongEun Art Space
Storm King Art Center
Studio Museum in Harlem
The Broad Foundations
The Clark Art Institute
The Miami Design District
The New York Times
Tiffany & Company
USC School of Architecture
Whitney Museum
Yale University