Oct 17, 2026 · 8 min · 7 segments
Cultural research has more signal than structure, and the loudest signal usually sets the story. Knolling, the studio habit of squaring every tool on one surface so each can be seen at once, gives…
In 1987, Andrew Cromelow was a janitor in Frank Gehry's furniture shop, where Gehry was designing chairs for Knoll.
After hours, he squared the stray tools on the benches so every object could be seen at once.
Put away what is not in use and if you are unsure about something, leave it out where you can see it.
then group like with like and square everything to the surface.
In our book, Story Systems and Cultural Research, we describe culture mapping as a form of knolling.
Signals sit at right angles on one surface, seen from above, so their relationships show at a glance.
The overhead view also keeps the analyst's own reading on the table beside the signals.
In 1987, Andrew Cromelow was a janitor in Frank Gehry's furniture shop, where Gehry was designing chairs for Knoll.
After hours, he squared the stray tools on the benches so every object could be seen at once.
Put away what is not in use and if you are unsure about something, leave it out where you can see it.
then group like with like and square everything to the surface.
In our book, Story Systems and Cultural Research, we describe culture mapping as a form of knolling.
Signals sit at right angles on one surface, seen from above, so their relationships show at a glance.
The overhead view also keeps the analyst's own reading on the table beside the signals.
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