Reishi In the Nordic Light
Introducing the Designers
The collection brought together an elite selection of Danish design studios, highly regarded for their craftsmanship and innovative approaches. We previewed the collection with a series of studio visits showing each designer employing traditional Danish craft techniques to create new aesthetic forms rooted in the unique characteristics of mycelium leather.
“We wanted to explore the potential of a new material while drawing inspiration from the historic principles of making functional, durable and beautiful designs.” – Monocle feature interview
Filmed in various locations across Denmark, I led the video project from San Francisco writing the creative brief, directing the editorial process, and producing motion graphics and social media packaging for the series.
The Copenhagen Debut
“Cutting-edge creations include a collection of streamlined furniture and objects made from Reishi – a mushroom used to create a durable, sensuous biomaterial.” – Le Monde
The collection was launched at Design Week / 3 Days of Design in Copenhagen. We sought to generate new commercial-scale collaborations through a special gallery exhibition and a beautifully produced content campaign, garnering coverage by major design & mainstream press. I led MycoWorks’ content & social media, gaining broad exposure among the high-end furniture sector, generating inbound inquiries and social reshares by prominent designers and a large number of emerging and established Scandinavian and East Asian furniture studios.
The Collection
“The studios turned the pioneering mycelium-based biomaterial Reishi into products that express foundational principles of Danish design: simplicity, functionality and tactile beauty.” – Designboom
The full collection was introduced online with a message of commercial possibility. By providing a detailed story of creation behind each piece, we demonstrated the industrial versatility of Reishi™ mycelium, showing how traditional fabrication techniques can be combined with an adventurous approach inspired by this novel material.
Press Coverage
“Danish design sensibility meets material innovation in a new collection from MycoWorks.” – Wallpaper*
The collection’s debut generated considerable domestic and international press. We treated every piece of coverage as an opportunity to expand upon the superior aesthetics of the MycoWorks brand and Reishi material.