Making architecture an artform.

In 2015 Carnegie introduced Biobased Xorel, a high perfomance, high durability, plant-based textile for architectural use. In 2016 they launched Xorel Artform, a line of architectural wall and ceiling products designed to reduce unwanted noise in spaces. In 2023 Carnegie engaged Michael DiTullo to innovate new variants and extend the product line. The result was multiple patents, international design awards, and a collection of visually stunning new products.

Contributions: innovation pipeline management, industrial design, product naming, marketing themes, brand positioning, photography and video creative direction.