MycoWorks
Messaging Strategy + Brand Positioning
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VP, Corp Comms + Sustainability at BPCM
(2023 - 2025)

MycoWorks, a pioneering biotech firm creating luxury biomaterials from mycelium (the root structure of fungi), was already recognized in sustainability circles. The task: craft a narrative that could break into the design world - one that values innovation, yes, but also taste, materiality, and cultural relevance.

Mycelium Muse at Design Miami Paris 2024: Reishi™ brought to life by seven French designers, transforming mycelium into luxury furniture. Photo by Felix Speller.

I led messaging and launch strategy as its Fine Mycelium™ technology expanded into new verticals - interiors, automotive, hospitality, and fine art - positioning its flagship material, Reishi™, as the material of the future, available now. Collaborators included GM (Cadillac), Design Miami Paris, Ligne Roset, and Yume Yume in partnership with the Stedelijk Museum.

The result: a measurable shift in how Reishi™ was perceived and adopted, expanding MycoWorks’ relevance beyond sustainability circles into design, interiors, and cultural spaces. Inbound interest from collaborators followed, alongside high-profile coverage in WWD, The New York Times, Wallpaper, Dazed, among others, and recognition from leading platforms including ICFF, Design Miami, and the World Design Congress.

Note: This case study includes only publicly available work; internal strategy remains proprietary.

Credits
Carrie Ellen Phillips – Founding Partner, BPCM
BPCM Corporate Comms & Sustainability Team
Ginevra Boralevi - MycoWorks Director of Communications
MycoWorks Marketing, Product & Leadership Teams

Yume Yume x Reishi™ - A fashion collaboration brought to life through an interactive installation at the Living Mycelium Dunes exhibition, Stedelijk Museum Amsterdam (2023). Video courtesy of Yume Yume.

Fine Mycelium™ incorporated into GM (Cadillac)’s SOLLEI concept car, positioning MycoWorks as a future-facing material partner for the auto industry (2024). Photo courtsey of MycoWorks.

Reishi™ x Ligne Roset’s Kobold sofa bridging storytelling and product strategy across design, material science, and interiors. (2025). Photo courtesy of MycoWorks.

Reishi™ Tapestry at Populus Hotel: a hospitality debut for 100 sheets of Reishi™, anchoring sustainable design in a high-impact visual installation (2024). Photo courtesy of MycoWorks.

Wallpaper’s 2025 Design Awards featured MycoWorks for reimagining biomaterials as aesthetic, luxury design tools.

MycoWorks Co-Founder Sophia Wang named a 2025 Design for Planet Trailblazer by the World Design Congress, announced via The Guardian, underscoring MycoWorks’ leadership in circular design.

WWD, fashion’s leading industry outlet, tied together MycoWorks’ design-led 2024 campaigns, celebrating Reishi™ as a material breakthrough across design verticals.

MycoWorks’ Reishi™ tapestry opened the New York Times’ April 2025 coverage of the Populus Hotel, spotlighting material innovation in sustainable design.

Dazed framed Reishi™ at the intersection of science fiction and material futures, building cultural capital for MycoWorks with a younger, design-aware audience (2024).

Elle Decoration España‘s April 2025 print issue introduced Reishi™ to a global interiors audience, “the story of this company is the stuff of a novel.”

ICFF spoke with MycoWorks SVP of Sales in the lead-up to the 2025 NYCxDESIGN Festival