Home / Natalie S.W. Cheng 
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Commissions, In-House + Consulting Project Roles:


* Research, Strategy + Consumer Journey, Concept Design, Technical Execution
* Design + Digital Transformation: Brand identity, Brand re-positioning, Brand Experience
* Integration of Interactive Digital technology with Physical Design & 3D Displays
* Brand Activation + Visual Merchandising: In-Store, Pop-Ups, Events, Exhibits, New Launches
* 360 Design: 3D Renderings, 2D Drawings, Art Direction, Signage + Environmental Graphics
* CAD Construction Documents, Furniture + Fixture Drawings, Material + Artwork Specifications
* Digital, MEP + Lighting Design Co-ordination, Landlord Co-ordination, Owner’s Representation
* Project Management: Vendor Co-ordination, Fabrication, Site + Construction Supervision
* Project Logistics: Budgeting + Oversight of Bespoke Project Teams (Direct Commissions)


Selected Branding, Retail Design + VM, Project Management Experience

Fashion + Lifestyle Brands
2006 - BCBG Upper West Side Freestanding Store, NYC
2006 - BCBG Greenwich Freestanding Store, CT
2007 - Marc Jacobs Collection Flagship Store, London, UK (w/ LVMH)
2007 - Marc Jacobs Collection Flagship Store, Jakarta, Indonesia
2007 - Marc Jacobs Collection, DFS Okinawa, Japan
2007 - Marc Jacobs Collection NYC Showroom, 72 Spring Street (w/ LVMH)
2010 - beehouse Multi-Brand Fashion Store, Seoul, S.Korea
2011 - Shine Multi-Brand Fashion Store, Penninsula Hotel, Hong Kong
2011 - Lane Crawford LAB Concept, Harbour City, Hong Kong
2011 - Alexander Wang, Pop-Up Store, Harbour City, Hong Kong
2012 - Alexander Wang, Beijing Flagship Store, China
2012 - Alexander Wang, Shanghai Reel Flagship Store, China
2012 - Alexander Wang, Singapore Hilton Flagship Store
2012 - Alexander Wang, Bangkok Erwawan Flagship Store
2012 - Alexander Wang, Shop-in Shop, Printemps Paris, France
2012 - Alexander Wang, Shop-in Shop, La Rinascente
2012 - Alexander Wang, Shop-in Shop, Shinsegae Gagnam & Galleria, Seoul, S.Korea
2012 - Alexander Wang, Shopin Shop, Dover Street Market Ginza, Tokyo, Japan
2012 - Alexander Wang, Shop-in Shop, Isetan, Tokyo, Japan
2012 - Alexander Wang, Shop-in Shop, Hankyu, Tokyo, Japan
2012 - Alexander Wang, NYC Flagship Store Fixture Upgrades
2014 - Au Pont Rouge, Multi-Brand Luxury Store, St. Petersburg, Russia
2015 - Jonathan Adler, Westfield Topanga, California
2015 - Jonathan Adler, Columbus Avenue Zoning Study, New York
2018 - J. Crew Mercantile Concept Store, San Antonio, Texas
2019 - Madewell USA Store Roll-Outs: Various Cities
2020 - Alexander Wang, International Shop-in-Shops: Various Cities 

2020 - Nike Women’s Sportswear Initative, USA, with AKQA Portland 

Beauty + Fragrance Brands
2007 - 2011  Estée Lauder, La Mer & Jo Malone Global (Freestanding, Department Stores)
2012 - 2013, Giorgio Armani & YSL Beauté, L'Oréal Luxe US (Department Stores)
2013 - Chanel Beauté: Fragrance Outpost, Saks Fifth Avenue NYC Flagship
2015 - Charlotte Tilbury Beauty:  Shop-in Shop Design Study at Nordstrom
2015 - The Body Shop: Multiple US & Canada Freestanding Stores, Pop-Up & Outpost Design
2016 - eSpoir (a division of AmorePacific): New Concept Flagship Store, Seoul, South Korea
2018 - SK-II ‘Future X’ Experiential Pop-Up Store, Tokyo, Japan, with Huge Inc.
2019 - La Mer Edge of the Sea x Mario Sorrenti, Shanghai, China, with School House NYC


2001 - 2020 Branded ‘Shop in Shop’ Partnerships with Global Department Stores

For Brand, Design Team + Collaboration Credits, click on the images for captions


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