Normal Factory, New York
150 West 22nd Street, New York, USA
HWKN Hollwich Kushner, New York
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.