Studio TOOJ

Sustainable luxury meets cutting-edge Scandinavian design in this collection of surrealist-inspired furniture. A collaboration between biomaterials maker MycoWorks and Stockholm-based Studio TOOJ, our campaign showcased the new fungal-based material behind the collection — Reishi™ mycelium leather — to inspire other furniture brands to use Reishi to bring adventurous designs to market.

Premium Craftsmanship

We positioned Reishi™ mycelium leather for the high-end furniture market by showing the hand-craftsmanship behind the TOOJ collection. I visited the workshop of French heritage leatherworkers, Maison Fey, to film their careful, labor-intensive fabrication using Reishi. The video became a key promotional piece for both the design studio and material producer to demonstrate the possibilities of Reishi™ mycelium for high-end, collector-grade furniture pieces.

Surrealism Sparks the Imagination

“The illusion comes from the form itself — the solid piece is carefully sculpted to mimic the folds and tension you’d see in real cloth. It blurs the boundary between soft and solid in a way that’s both playful and disorienting.” – Dezeen

The artistically adventurous approach of Studio TOOJ was the perfect playground to inspire consumers and designers with the creative possibilities of mycelium leather. With photography led by MycoWorks’ Creative Director, I created a multilingual social campaign targeting consumers seeking to make a bold statement through home decor. Our campaign featured refined photography and video, supplemented by informal on-the-spot content showing the tactile wonder experienced by furniture fair attendees.

Press Coverage

“Visual illusion and tactile storytelling, all wrapped in an aesthetic that challenges material expectations.” – Visual Atelier 8

Our imagery and branding of the collection captured domestic and international press, constructing an uncommonly refined narrative of surrealist artistry and mushroom-based materials.