150 West 22nd Street, New York, USA

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Every set of headphone is uniquely printed according to the shape of your ear

Every set of headphone is uniquely printed according to the shape of your ear

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The online business, corporate HQ, factory and retail store are all combined at this super cool Chelsea location

The online business, corporate HQ, factory and retail store are all combined at this super cool Chelsea location

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The unique shape of everyone's ear is the heart of the business model and is wittily reflected in the design detailing

The unique shape of everyone's ear is the heart of the business model and is wittily reflected in the design detailing

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All of Normal's 3D printers are on the shopfront, working, as part of the retail theatre and display

All of Normal's 3D printers are on the shopfront, working, as part of the retail theatre and display

Photography courtesy of HWKN and James Ewing Photography

Normal Factory, New York


Location:

150 West 22nd Street, New York, USA

nrml.com

Design Credit:

HWKN Hollwich Kushner, New York
hwkn.com

3D printing is a technology that is getting a lot of hype.

It may still be in its infancy but it has the potential to genuinely disrupt traditional retailing (as well as manufacturing and logistics).

Indeed if the customer of the future can make everything they need at home, what is the future of the shop?

The good news is that, like the clicks to bricks revolution, 3D printing has a place in physical retail.

And new headphone brand Normal has proved it with their new 11,000 sq ft retail showroom, head office and factory, which opened in New York’s Chelsea district in August 2014.

Designed by HWKN, the Normal Factory brings theatre to the manufacturing process and gives customers a unique, personalised product at affordable pricing.

The concept works around the app, which you use to take photos of both ears (which each have a unique shape).

You can then customise different elements, including the colour, before the data is sent to the machines.

Normal also offers laser etched, personalised carry cases with each set.Normal charges a flat $199 including all customisable elements, case and delivery.

The cost is $249 for international orders.

10 Stratsys Fortus 3D printers sit on the shop floor, printing personalised earphones for online and walk in customers. Behind the glass wall you can see staff assembling the earphones and packaging them for the 48 hour deliver promise.


Words by Matthew Brown


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