Home  / Natalie S.W. Cheng
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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,
Branding + VM

2007-2019


01.01 

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




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.

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, exhibition + 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 for award-winning agencies. Notable agency collaborations include projects with Huge Inc. (SK-II, 2017-2018), Schoolhouse (La Mer x Mario Sorrenti, 2019), Akqa (Nike, 2020), and Zoo (Unilever Prestige, 2021).



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