Introducing:

GYLD

Born from the convergence of strategic design and sustainability, GYLD emerged as a collaborative vision between myself and my research partner, Nij Balar. With my background in design and branding and Nij’s expertise in architecture and spatial design, we merge our skills in strategy, storytelling, and innovation. Together, we are committed to shaping the future of fashion, driving creative, strategic solutions that connect design, sustainability, and systems thinking.

The Challenge: The fashion industry is at a critical inflection point. Its reliance on extractive systems and linear production models has led to widespread environmental degradation, and urgent change is needed. Despite major advances in biomaterials—a promising solution for the industry—a critical gap remains between innovation and market adoption.

Methods: GYLD is built on deep industry research, developed through a dual-track approach that combines design research—including landscape analysis, market research, and in-depth qualitative interviews—with hands-on lab experimentation with biomaterials. This seven-month research process shaped our strategy for GYLD, identifying key barriers and opportunities in biomaterial adoption within the fashion industry.

The Solution: GYLD—a creative agency dedicated to accelerating the adoption of regenerative materials in fashion through immersive, high-impact public activations. We partner with emerging biomaterial innovators to craft bespoke experiences that translate scientific potential into cultural relevance. Each activation is rooted in intentional storytelling, emotional resonance, and tactility. By centering craftsmanship and connection, we create a space which unites biomaterial innovators, designers, brands, and consumers.

PART I: BRAND

THE HOW:

GYLD is a place to connect. We curate exclusive pop-up experiences, events, and artist talks that bring together biomaterial innovators and fashion designers, fostering collaboration and the exchange of new ideas. Our mission is to create spaces that showcase the future of fashion, centered on craft, innovation, and sustainability.

  • Immersive Pop-Up Events
     We design exclusive, temporary spaces that spotlight biomaterial innovation and sustainable design. These events are more than just visits; they transport guests into a world where the future of fashion is alive and unfolding before them, offering unique experiences that blur the lines between art, design, and innovation.

  • Fostering Collaborations
     At GYLD, we actively connect biomaterial innovators with fashion designers, enabling them to collaborate and create groundbreaking works that push the boundaries of design and sustainability. Our role goes beyond the event space; we nurture these relationships, providing platforms for collaboration and the fusion of creativity with sustainable practices.

  • Community Engagement
     We build a vibrant community of like-minded individuals who are passionate about innovation, craftsmanship, and the future of fashion. Through curated events, artist talks, and design drops, we inspire action and foster meaningful connections in sustainable fashion.

Public Activation Prototype:

Our first prototype centers on SCOBY, short for Symbiotic Culture of Bacteria and Yeast, a living, microbial cellulose material that is produced during the fermentation of sweet tea. The result is a material that is fully regenerative, compostable, and can be cultivated using food waste, all without the need for toxic processing or high energy inputs.

We developed a concept for a public activation through a pop-up model, placing the experience inside a fashion retail space in SoHo. This activation serves as our prototype. It welcomes visitors into a multi-sensory environment that showcases SCOBY’s full potential—from the fermentation process and material cultivation to finished garments made from the material itself. The space is designed to provoke curiosity, convey craftsmanship, and above all, generate desire. By concluding with a retail moment where visitors can purchase limited-edition SCOBY-based pieces, we position biomaterials not as speculative concepts, but as part of fashion’s cultural now.

Physical Touchpoint:

We created a mock-up of GYLD branded kombucha bottles that would be handed out at public activation to create a full sensory experience.

A DISTINCT BRAND IDENTITY:

  • Brand Ethos

    GYLD is built on the belief that collaboration drives innovation. Inspired by the historic guilds of artisans and craftspeople, we unite material innovators, scientists, and designers to explore new frontiers in fashion—an evolving dialogue between past and future, form and function, rarity and refinement.

    Every experience we create is intentional, where storytelling, craftsmanship, and innovation intersect to redefine how we engage with fashion and materiality. Sustainability is woven into everything we do—not as a headline, but as an inherent part of the beauty, materials, and experience.

  • Visual Identity

    GYLD’s visual identity is bold, refined, and instantly recognizable. Our aesthetic blends sophistication with the unexpected, designed to captivate high-fashion and design-forward audiences. Every element—from typography to spatial layouts—fuses craftsmanship, material innovation, and exclusivity.

    Our pop-ups are immersive worlds, each crafted to reflect the essence of the collaboration while maintaining GYLD’s signature design language. A strong editorial sensibility informs our imagery, with rich textures, striking compositions, and an emphasis on materiality. The balance of minimalism and intricate detail ensures that every touchpoint—from physical spaces to digital storytelling—feels aspirational and deeply considered.

  • Curation & Partnerships

    At GYLD, every collaboration, material, and spatial element is intentionally selected to craft a cohesive, immersive narrative. We don’t just showcase innovation—we frame it within a compelling story that resonates with high-fashion consumers and design-conscious audiences. Each activation is a bespoke expression of the partnership it represents, while remaining unmistakably GYLD.

DESIGN

RESEARCH:

A dual track approach:

Hands-on Experimentation + Design Research

INSIGHT

Through numerous iterations with SCOBY, many experiments failed to yield a viable batch, highlighting the instability and scalability challenges of working with living materials. These difficulties not only exposed the limitations of biomaterial innovation but also revealed a need for focused spotlight on these materials to receive the investment and attention they deserve.

This insight directly influenced GYLD’s business model. By offering a platform for collaboration and visibility, we aim to bridge the gap between cutting-edge materials and the resources necessary for their scalability and success in fashion.

MATERIAL RESEARCH:

PROCESS

As part of my exploration into sustainable design, I adopted the Material-Driven Design (MDD) methodology, which centers material properties as the starting point for innovation and application. This allowed me to experiment iteratively with SCOBY (Symbiotic Culture of Bacteria and Yeast), a regenerative, biodegradable material that challenges traditional approaches to fashion and design. We leveraged MDD application as a case study to expose key challenges and pain points in biomaterial innovation.

DESIGN RESEARCH

We conducted 10 in-depth, qualitative interviews

The focus industries are the following:

  1. Biomaterial Innovators

  2. Designers and Brands

  3. Academic Scholars

  4. Target Consumers

KEY INSIGHTS

Innovation isn’t the barrier,

System-level change is the missing link.

Sustainability isn’t the hook,

Adoption happens when materials spark curiosity.

CONCEPT TESTING

CONCEPT TESTING

12 IN-DEPTH INTERVIEWS

6 STAKEHOLDER BUCKETS

  1. Intentional Shoppers

  2. Designers and Brands

  3. Exhibition Experts

  4. Fashion Publications

  5. Biomaterial Innovators

  6. Investors and Consultants

KEY INSIGHTS

We synthesized our insights from our concept testing interviews and received the following insights from our discussions:

Cross-Sector Collaboration

Emotional Resonance

Real World Relevance

MARKET RESEARCH

  • SPIDER CHART

    A spider chart was employed to conduct a comparative analysis of top immersive experiences and a healthier materials exhibition. This evaluation aimed to establish benchmarks across six critical variables within the competitive landscape. Seven competitors were assessed to provide a comprehensive understanding of the exhibition environment. The resulting chart facilitated the identification of optimal performance targets for the proposed concept.

    Analysis revealed that virality is a crucial factor for maximizing audience engagement and achieving socio-environmental impact. Extension opportunities and provocativeness were identified as key drivers for influencing change. While education was deemed less critical in comparison, its relative importance remained significant. This reflects the reality that audiences often approach exhibitions as leisure activities, where overt educational focus may hinder engagement. The plotted concept demonstrated the potential for strategic positioning, highlighting areas for development to align with established benchmarks and achieve desired outcomes.

  • ALLUVIAL DIAGRAM: TARGET AUDIENCE

    Alluvial charts analyzed 23 competitors across immersive exhibitions, biomaterials, and fashion to inform concept strategy. Two charts assessed Impact (6 streams) and Target Audiences (7 categories). This dual analysis defined our concept’s strategic focus within the competitive landscape.

    The Target Audience chart identified key segments, guiding our focus on art exhibit enthusiasts, media, and fashion consumers for maximum reach and impact.

  • ALLUVIAL DIAGRAM: IMPACT

    The Impact chart revealed competitor priorities, positioning our concept to emphasize public engagement and environmental impact, followed by consumer mindset shifts, with sustainable financial support.

  • MARKET SIZE ANALYSIS

    To assess the potential market for this experiential exhibition concept within New York City, we utilized the TAM SAM SOM (Total Addressable Market, Serviceable Addressable Market, Serviceable Obtainable Market) framework. This approach allowed us to systematically define and quantify the market opportunity, focusing on the potential for broad audience reach and impactful change.

    Given the exhibition’s objective to drive change through widespread engagement, understanding the market’s scale within New York City, with specific audience criteria, was crucial.

    We utilized Facebook Audience Insights to analyze the potential market within a 10-mile radius of New York City, focusing on individuals aged 18-60. This tool provides a data-driven estimate of audience segments based on their interests, demographics, and engagement behaviors across Facebook and Instagram. Facebook Audience Insights calculates data by analyzing user activity, including page likes, event attendance, content engagement, and ad interactions. It aggregates this information to estimate audience size and characteristics, allowing us to gauge market potential and refine our target audience.