ALTA-NYC is the online identity of NATAL[ie/Y] C., an Architect and self-taught Photographer based in New York City.
Natalie S.W. Cheng holds a Bachelor of Environmental Studies degree from the University of Waterloo and a Master of Architecture from Yale University, where she was awarded the Fontainebleau Summer Scholarship. Past professional experience includes architectural design work on award winning projects with David Chipperfield Architects, The Polshek Partnership [ennead], Grimshaw Architects and Skidmore, Owings & Merrill.
In 2006, Natalie's professional focus shifted to high-end interiors, 3D branding, store concepts, and fixture design for global fashion & beauty brands.
As a Registered Architect, Natalie has completed drawing sets for Co-op Board design review & approval, and Building Permit application. Over the course of these projects, she gained experience working with the NYC Department of Buildings. In addition to the Architect of Record role, Interior Design consultation, art & furniture procurement are within her scope.
RETAIL DESIGN FOR FASHION & BEAUTY BRANDS
Over the past seven years, Natalie has led the in-house design and management of International flagship projects for Estée Lauder, La Mer, Jo Malone, Giorgio Armani Beauty, YSL Beauté, BCBG, Marc Jacobs, and Alexander Wang. Project types include new freestanding stores, store remodels, premium retail concessions, pop-up shops, and kiosks for special events. Completed projects have been published in WWD, Vogue, Crash, W Magazine, Wallpaper, Interior Design, Architectural Record, South China Morning Post, and The New York Times.
RETAIL DESIGN METHODOLOGY & PHILOSOPHY
Fluent in French & Chinese (Cantonese), Natalie understands how to operate effectively within various cultural contexts and how to optimize communication within an aggregate project team that spans multiple time zones. Mindful of each Company's fiscal goals & brand strategy during the retail planning process, she works in tandem with Creative Directors, Sales, Marketing, Operations and Finance groups to build consensus. In addition, she fosters strong collaborations with external consultants, vendors, contractors, International partners and retailers. In order to pave the way for project success, an open and sustained dialogue is required between all project stakeholders.
Having delivered high profile projects on schedule and within budget, Natalie is attuned to the fast-paced demands of an increasingly competitive and volatile global luxury goods industry. A frequent traveler, she maintains a keen eye on the latest developments within the retail sphere and has the agility to adapt existing designs in response to shifting trends and consumer patterns. In her project approach, she believes that it is possible to engage the consumer through material innovation, lighting technology, flexible merchandise display systems and carefully edited pop-culture references.
During her time off, Natalie can be found at the beach to recharge or perusing flea markets in search of inspiration.
ALTA Architecture P.C., New York, NY, US, Founding Member
Yale University, MArch, Architecture