Erik Berg KreiderDesign Office                                              New York, NY Info



012025Cécred by Beyoncé 
A line of heroic hair care products for Beyoncé, supercharged with the most advanced science to deliver truly powerful care. 

The shape language is heroic and reminiscent of ancient architecture, with its stone-like textural quality balancing technical typography to reinforce the brand’s role as a bridge between hair care’s past, present, and future.

Role: Design Director and project lead @Aruliden

Photos by Andy Jackson

022024Verizon - Hardware Design Language
A thourough and considered redesign of Verizon's industrial design language with an emphasis on angularity, precision, sophistication and a thoughtfully-honed color palette. The Internet Gateway, the next generation modem and 5G router all in one device, is the latest launch in the ongoing Verizon collaboration. Elevated CMF encloses reimagined functionality, including glow-through indication lights that elegantly simplify interaction and set-up.

Role: Design Director and project lead @Aruliden


032024 Cécred by Beyoncé - Tools
The shape language is heroic and reminiscent of ancient architecture, with its stone-like textural quality balancing technical typography to reinforce the brand’s role as a bridge between hair care’s past, present, and future.

Role: Design Director and project lead @Aruliden


042022Jonathan Simkhai - Soho Store
Collaborated with the SIMKHAI team to shape the creative direction and visual highlights for the brand’s 2022 SoHo retail store opening.

The space showcased custom fabric-wrapped walls, seating, and display fixtures that mirrored the brand’s iconic cutouts and the new brand logo's distinctive shapes.

Featured in Dezeen’s Top Shop Interiors of 2022
2023 ICFF Interiors Awards Finalist  - Retail

Photos by Sharon Radisch
 
052020Tommy Hilfiger - Impact
Design for a new pillar of Tommy Hilfiger fragrance, Impact was inspired by empowering the next generation of visionaries to create their own great stories. The packaging is meant to be bold, expressive, and highly tactilem while also expressing itself functionally. The cap contains a hidden travel vial. 

062022 Cappellini - BIG SOFA
Collaborated with the SIMKHAI team to shape the creative direction and visual highlights for the brand’s 2022 SoHo retail store opening.

The space showcased custom fabric-wrapped walls, seating, and display fixtures that mirrored the brand’s iconic cutouts and the new brand logo's distinctive shapes.

Featured in Dezeen’s Top Shop Interiors of 2022
2023 ICFF Interiors Awards Finalist  - Retail

Photos by Sharon Radisch
 
072020Virgin Hyperloop - XP-2
In Novemember 2020, Virgin Hyperloop’s ‘Pegasus’ pod successfully carried its first passengers in the newest form of travel in over a century. Also named ‘XP-2’, it’s a new vehicle typology for an autonomous transportation system to achieve hyperloop travel at the speed of over 1,000km/hour, the fastest form of land-based travel. After over a year of close collaboration, the first passengers trialed this new form of transportation at Virgin Hyperloop’s 500m DevLoop test site in Las Vegas, where the company has previously run over 400 tests in un-occupied pods. The demonstration was overseen by the industry-recognized Independent Safety Assessor (ISA) Certifier, and its success marks a historic moment in transportation as Pegasus becomes the first manned and fully functional system for Hyperloop travel. A collaboration with Kilo design as the pod’s first use case while also defining the design language and characteristics for future Virgin Hyperloop vehicles. While the production vehicle will be larger and seat up to 28 passengers, this 2-seater pod was built to demonstrate that passengers can in fact safely travel in a Hyperloop vehicle. Pegasus is conceived as a pressurized vessel designed inside and out as a new and radically different vehicle typology. The design focuses on unifying and covering both the pressure vessel and sled, creating a seamless appearance that combines both performance and human-centered characteristics.


The front ‘scoops’ of the vessel create natural steps for comfortable entry and egress, and apertures on the sides of the fairing as well as the front door contain a forward-facing window for outward viewing down the tunnel. Altogether, these features create a link to Pegasus’ external design, where repeating soft forms and pill shape cut-outs are used to highlight depth, layers and entryways. Inside, the seating elements and extended arms serve multiple functions including as an entry and egress aid, and as storage for safety equipment, oxygen throughput and lighting. The seats can also be quickly assembled and disassembled for rear equipment access.

Project + Design lead while at BIG. 

082021Real Estate Table - Quick Tiny Shows #4 - Architecture for Plants 
‘Real Estate’ tabe for Quick Tiny Shows #04 - Architecture for Plants. The table re-contextualizes plants within our domestic space for a newfound spatial purpose. Rather than existing on the periphery of our interiors, the table is built off standard coffee table dimensions, placing plants in an area that’s both very public and central to most living environments. The table surface supports a bed of grass, creating living upholstery that enables a cultural exchange between plants and humans. Reminiscent of the suburban American obsession to have the perfectly curated outdoor lawn, it’s conceivable to imagine the labor someone would undertake living with this. How often would they mend and trim the table? By considering both the needs of humans and plants, a new furniture typology is created.


092019Puzzle House - Swiss Embassy of Denmark 
For the Swiss Embassy of Denmark during the 3 days of design festival in Copenhagen. Puzzle House comprises of pink, red and fuchsia coloured geometric blocks that, when slotted together like the pieces of a jigsaw puzzle, form a small gabled house. Each block is weighted so that they require more than one person to carry them, which will encourage visitors to talk and work collaboratively to assemble the building. Small groups can climb up and sit on the blocks when they are kept separate, or they can be aligned to create amphitheatre-style seating for large-scale events and talks.

Project lead at BIG and in collaboration with HHF Architects.


102020Artemide - La Linea 
La Linea is a flexible light tube capable of freely rotating in space, creating indefinite geometries. It seamlessly integrates into both indoor and outdoor spaces thanks to fastening elements that disappear within the cross-section, allowing for countless applications across a wide range of settings.

Backbone is a fully custom aluminum structure that supports La Linea, ensuring stability and a well-defined shape. This solution allows the modules to be suspended, enabling the creation of linear or curved compositions tailored to specific needs.

Designed while at BIG


©2026with love, erik.