Naturalizer - 34th Street, NYC
![](https://freight.cargo.site/t/original/i/ebe1b7770cd9e1ef8c9265934da5fc4295df4bd3d5befe6df32076b6521faa6d/20190205-Naturalizer-0054.jpeg)
![](https://freight.cargo.site/t/original/i/adb645e631e62df3053b62a28a48ecd0d306828aba3195feaa7f0a7c3adaa6b2/20190205-Naturalizer-0089.jpeg)
![](https://freight.cargo.site/t/original/i/ae834a751d6d99b03f86cf434e40897b2cce93204a3dbd02119eb8f544038633/Naturalizer_retail1.jpg)
![](https://freight.cargo.site/t/original/i/b666da3faa6fe2e085c323bc3d2ccf7dd7f2fcd8d7d77741ac4228105ab353bb/20190205-Naturalizer-0205.jpeg)
![](https://freight.cargo.site/t/original/i/f5d427e8fb456b5629ab07a6b519cdea314b9cc8c2dfaaf4ad2e52c5f4d05836/20190205-Naturalizer-0215.jpeg)
Concept development and 3D rendering:
![](https://freight.cargo.site/t/original/i/d46890a254287b9bfc61827b0ce47195fa973c3f3aa492426b81091b8ebb86f0/Naturalizer_Renderings_comp.001.jpeg)
![](https://freight.cargo.site/t/original/i/e7949b318ee3b96b092e0d260f12fe1994787d9864bfccad2ec924a8b81ab5a7/Naturalizer_Renderings_comp.002.jpeg)
![](https://freight.cargo.site/t/original/i/295e9aec2100d391229af368cef4ca39f03a574197af15548bc8131d1bc2e254/Naturalizer_Renderings_comp.003.jpeg)
![](https://freight.cargo.site/t/original/i/10c71b9e9c898374f6093893d04fa3cc417c70de070150cb53083875e13970ec/Naturalizer_Renderings_comp.004.jpeg)
![](https://freight.cargo.site/t/original/i/2869c043ef0d9cd52a32fd2340f4ba97b65f1efa06dd789c7e0bd762534b6da6/Naturalizer_Renderings_comp.006.jpeg)
Naturalizer asked COLLINS to envision a new retail experience after we had helped them with their brand strategy and identity. Our goal was to leverage Naturalizer’s history of supporting working and active women and create a store that was a pure experience of the brand. I looked at artist lofts as a spatial metaphor for the layout and 1940’s design as inspiration for stylistic cues. We then created a detailed customer journey to illustrate all of the interactive moments within the store.
Client: Naturalizer
Role: Concept development and research, 3D modeling, 3D rendering, Design intent documentation and architect onboarding
Team: COLLINS, Naturalizer, JGA, Flora Chan, Nick Ace, Bryna Keenaghan, Katie Persichilli
Timing: August 2017 - February 2019