Greg Keffer, the architect and former Partner at Rockwell Group, has announced the launch of Keffer Studio, an independent architecture and interior design practice based in New York City. The studio specialises in luxury and lifestyle hotels, signature restaurants, entertainment venues, branded residences and mixed-use developments, integrating architecture, interiors, brand strategy and experiential master planning.

Keffer Studio is founded on the belief that the most powerful design is also the most personal. “I wanted to build a practice where I can be hands-on with every detail, work directly with clients, and bring a clear, personal point of view to the work,” explains Greg Keffer, founder and Creative Director. “Keffer Studio is intentionally focused, deeply collaborative, and committed to exploring ideas with clarity, craft and emotion.”

The studio is built on direct authorship and personal accountability, with Greg leading every project from first concept through final execution. This integrated approach gives the studio the freedom to choreograph the full guest journey, ensuring that every spatial, narrative, and emotional touchpoint feels intentional and connected. Each project is shaped by its unique context and culture rather than formula, with craftsmanship and emotional depth at the centre of every decision.

Bringing a distinctive new voice to projects that demand both rigour and soul, the studio’s first commissions include an experiential retail space in New York City’s Union Square and a boutique café and bar in Toronto, both delivering later this year. The studio has also been awarded its first luxury hotel project, with additional projects and collaborations to be announced in the months ahead.

The practice draws on Keffer’s decades of multidisciplinary work and his leadership on major international projects for brands such as Edition Hotels, Raffles, St Regis, The Ritz-Carlton, Fairmont and Equinox Hotels, as well as collaborations with chefs José Andrés, Dani García, Nobu Matsuhisa and restaurateur Danny Meyer.

Keffer’s portfolio includes globally recognised projects such as The Riviera Maya Edition at Kanai, the Equinox Hotels in Hudson Yards and Amaala, Saudi Arabia, W New York – Union Square, and restaurants including Union Square Café, Nobu Downtown, Zaytinya and Cathédrale.