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 meet evolving
in-store + campaign needs;
Digital + 3D integration
Brand, Retail + Experiential
Design to meet evolving
in-store + campaign needs;
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 will not become obsolete, there are opportunities in the coming decade to re-imagine the role of temporary and permanent brand spaces, while recalibrating a brand’s existing real estate footprint. Enabled by technology, retail innovation occurs when the online and offline worlds overlap seamlessly to reach a broad demographic. In a digital world, physical brand spaces host in person commercial transactions first and foremost, but they also serve the following roles:
1. A digitally enabled physical space to express the singular voice of the Brand in time and space, free of competitive clutter
2. A multi-dimensional, multi-sensorial curated showroom that allows visitors to discover, test and interact with the physical products
3. A forum to foster a sense of community among influencers & loyalists; a site of collective memory and an opportunity to attract newcomers
4. A venue to escape the everytday via concerts, events & exhibits, reinforcing existing relationships while improving engagement & conversion rates
5. An interactive canvas for multi-media Brand storytelling, and an immersive backdrop for generating digital impressions via social media + press outlets
6. A personalized in-store journey using AI, algorithims & purchase tracking; new brand insights are gained via data analytics while navigating privacy issues