Nuriev founded Crosby Studios in 2014, a creative practice and cultural platform based in Paris and New York that works across fashion, hospitality and product design, as well as contemporary art, collectible objects, immersive spatial activations and educational and cultural programming. The studio’s clients include Nike, Balenciaga, Delta Air Lines, Baccarat, Dover Street Market, Gucci, Augustinus Bader, Clive Christian, Caron, Amina Muaddi, Jimmy Choo, Alexander Wang, Delvaux, Valentino, Alo and H&M.
In a world oversaturated with objects, data and ideas, Nuriev’s concept of transformism emerges as a way of rethinking and reshaping what we have overdone. It focuses on turning something into something else, not by erasing its origin, but by amplifying its essence – a process of giving a second life to objects, creating meaning from what is overlooked and questioning contemporary ideas of beauty. The philosophy is evident in Nuriev’s collection of functional sculptures upholstered in denim, producing hybrid objects and spaces that reinvent the iconic and ubiquitous fabric. For Nuriev, transformism is an act of care and reflection in a world that no longer needs more things – an approach that is both radical and fun.
Nuriev has presented work at institutions including Musée du Louvre, Dallas Contemporary and Mobilier National. He has collaborated with international fairs including Art Basel and Design Miami. Crosby Studios opened a gallery in Paris in 2025 to showcase Nuriev’s latest ideas and creative research.
Nuriev was named Designer of the Year 2026 by Maison&Objet. At Design Miami 2019, he received critical acclaim for his Balenciaga Sofa, a conceptual, sustainable furniture installation for the fashion house. The monograph How to Land in the Metaverse: From Interior Design to the Future of Design (2023, Rizzoli) presents projects by Crosby Studios that showcase all aspects of Nuriev’s signature style, from private residences and commercial venues to daring creations for the metaverse.
