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, Creative Teams 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 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: The Role of Physical Brand Spaces
The Pandemic has accelerated digital Brand experiences, and e-commerce and mobile commerce activity at an unprecedented rate. While bricks and mortar retail is not dead, there is an opportunity to critically rethink the function of physical Brand Spaces, and recalibrate or refresh a Brand’s retail expression and footprint in the coming decade. Within the context of the digital age, a pop-up or permanent Brand Space serves the following functions:
1. An Alternative to e-commerce and m-commerce, and a place for the digital and physical to converge seamlessly
2. A Platform to express the singular voice of the Brand in Time and Space, free of “Competitive Clutter”
3. A Multi-Sensorial Brand encounter that is integrated with the digital to engage and educate the Consumer
4. A Forum to foster a sense of Community and Discovery among Brand Influencers, Loyalists and Newcomers
5. A Venue for events and performances to attract new Consumers and strengthen existing Brand relationships
6. A 3D/4D canvas to communicate the Brand Story/ Essence, a backdrop to generate digital impressions via social media