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05.23    

Registered Architect
in New York State,
IDP w/ David Chipperfield,
Polshek, Grimshaw, SOM


2007

12.31

Global Experience w/
Fashion + Beauty Brands: 
Flagships,SIS,Pop-Ups,
Visual Merchandising 

2007-2019


01.01 

Retail + Experiential Design
to serve the evolving
needs of the new decade,
digital + 3D integration 


2020


Natalie S.W. Cheng


ALTA-NYC is the online design presence of NATAL[ie/Y] C.
A Registered Architect in New York State, Natalie S.W. Cheng
holds a Bachelor of Environmental Studies from the University of Waterloo
and a Master of Architecture from Yale University.

GENERAL INQUIRIES: alta.nyc.design@gmail.com

CREATIVE DIRECTION / ARCHITECTURE / 3D ENVIRONMENTS + EXPERIENTIAL DESIGN
Natalie provides Global design services within 3 collaborative formats:
1. Direct Project Commissions
2. Consulting for In-House Brand Groups
3. Consulting for Global Advertising Agencies





3D Brand Design X Digital Transformation

Responding to the evolution of physical, digital + mobile commerce, Natalie collaborates with multi-disciplinary International teams to create high-impact and digitally immersive Brand solutions for all campaign + retail needs. With a decade long track record of guiding high profile installations from concept to execution, Natalie is adept at mobilizing global teams, and skilled at managing complex operations within a large network of stakeholders, technologists and partner agencies. In addition to direct commissions + in-house partnerships, she has consulted on award-winning experiential projects for HUGE INC. (SK-II, 2017-2018), SCHOOLHOUSE (La Mer x Mario Sorrenti, 2019), and AKQA (Nike, 2020).

Creative Direction, Brand Experience, Store Design + VM

Natalie has led the in-house store design & project management for Estée Lauder, La Mer, Jo Malone, Giorgio Armani, YSL Beauté, and Alexander Wang, overseeing rapid global expansion. Additionally, she has contributed to key projects for Marc Jacobs, Chanel, J.Crew, and Madewell. Equipped with behind the scenes knowledge of how global fashion + beauty brands operate, she can successfully address the challenges and ambitious milestones that need to be met in order to sustain growth in a fast-paced and increasingly competitive marketplace. Projects include freestanding stores, premium retail concessions, bespoke fixtures, pop-ups, and events. Projects have been featured in Vogue, W Magazine, WWD, Wallpaper, Frame, Interior Design, Architectural Record & The New York Times.


Design Methodology + Philosophy

At the beginning of each new project, Natalie works with the Client / Stakeholders to define business goals and the Brand's core values in both tangible and emotional ways. As a result, each Brand's DNA will be clearly expressed across all channels for optimal Consumer engagement. Immersive 3D environments are designed with flexible infrastructure to accommodate curated events, live-streaming, live-chat, clienteling, mobile shopping, customized apps, social media exposure, and pop-culture exchange. At each project phase, design, budget & timing are rigorously considered in close consultation with all the Stakeholders.




Natalie S.W. Cheng Residential Portfolio Link   /  Blog