Typically, fashion environments are defined by a rather restrained minimalism that focuses the attention only on the clothing. This design, for the first store of fashion designer and former Lady Gaga creative director Nicola Formichetti, rewrote this equation to produce a new genre of experimental retail space that not only showcased, but magnified the impact of his fashion designs into a new form of immersive visual environment.  Hundreds of robotically carved mirrored facets were formed into a gem-like interior cave that optically fused a collection of Lady Gaga’s outfits, designed by Nicola, with other merchandise- as well as architectural special effects including robotic lighting, projection mist, and interactive virtual reality components. The space was named the #1 “must see” for New York Fashion Week and was covered by media outlets including MTV, Wired, Vogue, the New York Times, amongst others.