Photos by: Dan Dealy

Fashion brand Nooka, best known for its design-object watches with innovative methods of displaying time, has begun expanding beyond the timepiece to what founder Matthew Waldman calls “Nooka mindstyle accessories.” In the past year, the New York designer has launched a fragrance, a strip belt and an AO organizer wallet, while continuing to innovate and expand the watch line.

Last night, Nooka hosted a reception for a one-day gallery show of its latest collaborative creation, the mini NookaNooka. The toy, originally created in a larger size to function as a watch display for retailers, was reworked as a smaller figurine and handed over to 16 world-renowned artists, including design house ilovedust and Undrcrwn, to apply their own creative flourishes. We had the opportunity to speak with Waldman about his new endeavors for the Nooka brand, and about what’s in store for 2010, including a hint of a sunglasses line. Check out our slide show above, displaying some of the work, still on view until 7pm tonight at the Red Bull Space, and hit the jump to watch Waldman explain the the full story behind NookaNooka.