05.23
Registered Architect
in New York State,
IDP w/ David Chipperfield,
Polshek, Grimshaw, SOM
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,
Branding + VM
Global Experience w/
Fashion + Beauty Brands:
Flagships, SIS,Pop-Ups,
Branding + VM
2007-2019
01.01
Brand, Retail + Experiential Design to serve the evolving
needs of the new decade,
digital + 3D integration
Brand, Retail + Experiential Design to serve the evolving
needs of the new decade,
digital + 3D integration
2020
Global Design services within 3 collaborative formats:
1. Direct Project Commissions
2. Consulting for Global In-House Brand Groups
3. Consulting for Global Advertising + Design Agencies
General Inquiries: alta.nyc.design@gmail.com
Collaborative Process, Design Methodology + Philosophy
At the beginning of each new project, Natalie works with the Client / Stakeholders to define business goals and how to communicate 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 engagement. Concepts are ideated and developed with speed and precision, while allowing adequate time to test, evaluate and improve prototypes based on Client feedback. Immersive + Interactive 3D environments are designed with flexible infrastructure to accommodate curated events, live-streaming, live-chat, clienteling, AR/ VR, mobile shopping, customized apps, social media and pop-culture exchange. At each project phase, design, budget & timing are rigorously considered.
Creative Direction / Brand Experience/ Architecture / Environments / Visual Merchandising
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 brand initiatives 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 rapidly evolving and competitive marketplace.
In partnership with Brand Marketers, Creatives, Technologists and C-Suite Leadership, Natalie’s projects include brand relaunch and repositioning initiatives, freestanding stores, retail concessions, bespoke fixtures, pop-ups, exhibits, launches and events. For fast-paced or multi-disciplinary projects, Natalie can leverage a longstanding network of collaborators, technicians and fabricators to assemble a customized multi-disiplinary project team to deliver successful and consistent results. Projects have been featured in Vogue, W Magazine, WWD, Wallpaper, Frame, Interior Design, Architectural Record & The New York Times.
3D Design X Digital Transformation: Role of Physical Brand Spaces
The Pandemic is accelerating Consumer shifts towards digital brand experience, e-commerce, and mobile commerce at an unprecedented rate. While Bricks and Mortar Retail is not dead, there are opportunities to rethink the role of Physical Brand Spaces, and how to refresh a Brand’s physical presence while recalibrating the real estate footprint over the next decade. In addition to hosting in person commercial transactions, here are some ideas about the role of Physical Brand Spaces in the digital world:
1. A platform to express the singular voice of the Brand in time and space, free of “competitive clutter”
2. A multi-dimensional, multi-sensorial showroom for the consumer to test and interact with the physical product
3. A forum to foster a sense of community and discovery among brand influencers, loyalists and new followers
4. A venue for performances & collaborative events, to reinforce existing Brand relationships and attract new consumers
5. An interactive canvas for multi-media Brand messaging, a backdrop for generating digital impressions via social media