Freedom of Creation: NYC
Interactive Exhibition
“This experience has made me a true believer.”
Guided my MycoWorks’ leadership team, guests were welcomed into a broad-ranging storytelling journey that revealed the company’s artistic origins and an inventive new technology that offered unprecedented creative control over raw materials.
Feeling Reishi for the First Time
“You can’t compare it to other vegan materials at all. This totally exceeds expectations.”
Our creative team believed that “feeling is believing” — a mantra confirmed by the spark of wonder we witnessed in everyone who felt Reishi™ mycelium leather for the first time. These moments of magic were crucial in counteracting the unfortunate reputation of (mostly plastic-based) alternative leathers of the past. We set up a touch-and-feel station to record the instant reactions of guests as they discovered Reishi™, producing a wealth of real testimonials by fashion professionals.
Capturing the Experience
“Mind-bending stuff is going on at MycoWorks where the bio revolution is being played out in Reishi”
Our guests represented influential networks within the fashion world, with coveted associations that we could reach through social media. We shared the exhibition through their eyes, beautifying their posts and generating MycoWorks-branded reshares throughout their fashion-based communities.
MycoWorks Arrives in NYC
Previously available only through exclusive partnerships, we responded to the immense demand among fashion designers for access to Reishi™ by teasing the exhibition with content shot onsite in New York in the days leading up to the opening.