Not sure if my my first post went through,
the technique was installing the rock/brick before the drywall was put on. I drew a random pattern and the mason followed it. Then drywall done after and brought to the edge of the rock. Since the rock (Eldorado Stone) is 2" thick, we did 3 layers of drywall. and then hand troweled the texture for smooth returns.

Thank you so much for your reply. Currently we have a stacked stone fireplace (came with the house) and we don't even notice it anymore other then the TV is mounted above the mantel. I'm hoping that something like stucco and exposed brick will be very understated but still a focal point and not be a monument in the greatroom. I'm so excited. I will send you pictures when we finally get to this point. Mind you they're just pouring the foundation walls this week.