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.

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Say “New Yorker” with a heavy New York accent—what does it sound like? That’s how Matthew Waldman came up with the name for his funky, futuristic line of digital watches. Today Nooka opens up shop inside the East Village concept boutique Den.  The brand is introducing its newest line of lifestyle accessories, which will be launched for the fall season, along with the full line of timepieces. The new additions include a line of unique candy-colored belts ($95), and an eye-catching eau de parfum ($80) in a custom gem bottle. We’re particularly enamored with the Asset Organizer (a fancy name for wallet), which is made from a rubberlike substance, is soft and squishy (so it’s comfortable to sit on, men!), comes in Nooka’s signature bright colors and is even water-resistant.

Take a tour of the space and see what’s in store.

Den, 330 E 11th St between First and Second Aves (212-475-0079). Mon–Sat noon–9pm; Sun noon–8pm. Through Aug 16.