Responding to the evolution of physical, digital, and mobile commerce, Natalie collaborates with multi-disciplinary teams to create high-impact and digitally immersive 3D Brand solutions for all campaign, retail and experiential needs. Creative + technical project execution for established and emerging brands, across multiple scales and formats. 

Contact:  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.

Established in NYC, Working Globally. 3 Collaborative Formats:

1. Direct Project Commissions
2. Consulting for In-House Brand Groups
3. Consulting for Global Design + Advertising Agencies

RETAIL ARCHITECTURE / EXPERIENTIAL /3D BRAND CONSULTING

Projects range in size, encompassing a 2 SF illuminated graphic sign, a 20 SF mobile kiosk, a 200 SF travel retail concept, a 2,000+ SF AI powered brand experience store, a 20,000 SF digitally enabled immersive 3D installation, and a section of a 200,000+ SF luxury department store. Project structures range from high-level individual output and self-assembled teams, to flexible in-house brand structures and agency collaborations. For ambitious large scale projects, a longstanding global network of vetted collaborators and vendors can be leveraged to achieve rapid, top-tier results.

PROJECT EXPERIENCE

With over 15 years’ experience guiding high profile branded 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. Her work includes award-winning experiential projects for HUGE (SK-II / P&G) and SCHOOLHOUSE (La Mer x Mario Sorrenti). Consulting roles includes pitches, 3D x Digital initiatives, and full lifecycle projects for AKQA (Nike), ZOO (Tatcha / Unilever), KRAMER Design Group, MILK and MATTE.

Working independently since 2013, Natalie has spearheaded 3D projects for iconic brands, including Amorepacific, Chanel, L'Oréal, J.Crew, Madewell, and Mejuri. Projects include relaunches, connected experiences, digital innovation stores, bespoke fixtures, pop-ups and activations. From 2007-2013, she led In-House store design & project management for Estée Lauder, (La Mer, Jo Malone), L'Oréal Luxe (Armani, YSL), and Alexander Wang, overseeing rapid growth and global expansion.