Turquoise Mountain

Parsons School of Design: Design Sprints Class

Goal

Identifying Pathways to U.S. Market Growth for Artisan Goods

Role

Brand Strategy and Business Innovation Model Lead

Tools

Brand Identity Strategy, Business Model Design, Strategic Design

Outcome

Successful pitch to TM clients, with a strong interest in brand strategy adoption

Who is Turquoise Mountain?

Turquoise Mountain is a non-profit organization focused on revitalizing communities through cultural heritage preservation and economic development. It works to restore historic areas and empower artisans by providing training, fair trade opportunities, and access to markets in Afghanistan, Myanmar, Levant, and Saudi Arabia. Through its efforts, Turquoise Mountain aims to create sustainable economic growth and preserve cultural heritage, making a lasting impact on both local economies and global craftsmanship.

Assigned Brief

Assisting Turquoise Mountain in expanding its heritage products to new clients across the United States by identifying strategic opportunities and market gaps for growth.

Turquoise Mountain’s Perceptions on the US Market

Market Research: NYC Retail Market Statistics

$1.8 Trillion

Value of NYC’s regional urban economy (NYC Council)

32,000+

Retail Establishments in NYC (EDC)

Design Process

Contributed to NYC GDP through arts and cultural production (Statista)

Experiential Retail

Evident Considerations

  • Due to capacity production problems TM is not able to guarantee big orders to shop to the US

  • American retailers lack ‘human to human connection’

  • American retailers have less interest in sustainability

  • The intention to support the cause is strong, but there is a conflict when it comes to purchasing power, creating a barrier to meaningful engagement.

$143.83 billion

Leading Consumer Trend (Mann Publications)

Competitors

$25.5 billion

Value of luxury goods market in the USA (Statista)

37%

Foreign-born population in NYC (NYC IB)

  1. Given the competitive nature of the NYC market, a strategic market entry is essential, supported by a compelling brand narrative that sets Turquoise Mountain apart from established competitors

  2. Experiential retail, as a leading trend, presents an opportunity for Turquoise Mountain to showcase its artisan craftsmanship in immersive ways that deeply engage customers, positioning the brand as a leader in blending luxury with storytelling through unique, hands-on experiences.

  3. Due to NYC being one of the most culturally diverse cities in the world, by reflecting the diverse cultural heritage and global impact of its artisan products, Turquoise Mountain can establish a strong, inclusive brand identity that resonates deeply with the city’s dynamic and varied population.

  • Studio Four highlights the stories behind textile, wallpaper, and rug designs from around the world.

  • Pamela Love is a Brooklyn-based jewelry designer known for her eponymous line, which blends astrology, folklore, and symbolism to create celestial and spiritual-inspired pieces.

  • Pippa Small is a jewelry designer known for creating unique, handcrafted pieces that feature natural, raw gemstones. She works closely with artisans from marginalized communities around the world, promoting social and environmental responsibility through her designs.

  • 10,000 Villages is a fair trade retailer that sells handmade, artisan-crafted goods from marginalized communities around the world. They focus on providing fair wages, sustainable income, and empowering artisans through ethical trading practices, helping to create opportunities for economic growth and cultural exchange.

How can Turquoise Mountain elevate its business model to craft a new brand identity through reimagined storytelling channels that secure traction in the NYC market?

Research Question

Hypothesis

North Star

If Turquoise Mountain leverages storytelling through collaborations with NYC designers, then brand visibility and recognition will increase because such partnerships will create immersive experiences that both reaches and resonates with diverse audiences.

Define

Being the most recognized and engaged global brand of facilitation to revive historic areas and traditional crafts, to create jobs, skills and a renewed sense of pride.

Launch Strategy: Partnerships Through Branded Pop-Ups

Bridging World’s of Craft: Artisan Heritage x Contemporary NYC

Why Pop-Ups?

Backcasting the Future

Pop-Up Strategy: Details

Why this Strategy?

"Bridging Worlds of Craft: Heritage x Contemporary NYC" celebrates the seamless fusion of traditional artisan craftsmanship and modern design, bringing heritage to life within the vibrant, ever-evolving backdrop of contemporary NYC. By weaving local storytelling and time-honored techniques into innovative, cutting-edge design collaborations, the brand creates a bridge between two distinct worlds of craft.

Pop-up events offer a dynamic "sandbox" environment, allowing Turquoise Mountain to gather real-time feedback, build brand momentum, and test U.S. consumer preferences before committing to a full-scale launch. This approach mitigates risk, validates business model changes, and boosts brand awareness through local partnerships. It also reinforces the brand’s role as a cultural facilitator, bridging artisan heritage with modern design innovation.

We propose that Turquoise Mountain adopt the backcasting model to align short-term actions with long-term objectives. By establishing a clear "north star,” becoming the leading platform for artisan goods in the NYC market, they can ensure that every step, from pop-up events to market testing, drives sustainable growth and strengthens brand recognition.

See example on the left for reverse engineering TM’s north star.

For the pop-up, we plan to collaborate with some of New York City’s most talented designers and studios, who will act as stage setters to give a modern twist to Turquoise Mountain’s artisan products. These partnerships will showcase the rich heritage of our craftsmanship in a contemporary context, making our offerings resonate more with the NYC audience while preserving the integrity of the artisan product. Local NYC collaborators will help showcase TM’s products, without co-creating or altering the integrity of artisan craftsmanship. The focus is on using the space to tell our story, keeping the craftsmanship at the center of attention.

  • Collaborating with NYC designers and studios allows Turquoise Mountain to connect with the city's diverse consumer base, ensuring our pop-up aligns with local tastes and values.

  • These partnerships bridge cultures, blending Turquoise Mountain’s artisan craftsmanship with NYC’s modern vibe, fostering a deeper connection with our audience through unique and meaningful offerings.

  • Collaborating with renowned local designers boosts Turquoise Mountain's visibility and credibility, helping us stand out in NYC’s competitive market.

  • Together, we’ll co-create narratives that are deeply rooted in artisanal craftsmanship and weave them into the dynamic energy of NYC.

Suggested NYC Partner: Studio Proba

Partnering with Studio Proba, a Brooklyn-based design studio known for its sensory-driven work, will bring vibrant murals that infuse energy into the pop-up space. Their focus on color and pattern aligns with Turquoise Mountain’s vision, creating an immersive environment that blends modern design with artisanal heritage, appealing to a trend-aware audience who values both craftsmanship and contemporary style.

Details on the Partnership

For our collaboration, we propose incorporating TM’s heritage motifs featured in their products to create a mural artwork for the pop-up space. By integrating these traditional motifs, we aim to highlight the celebration of artisanal heritage while crafting a modern visual narrative . The fusion of these elements with Studio Proba’s contemporary aesthetic will resonate with our audience and create a meaningful and engaging experience.

Why Heritage Motifs?

Working on a customizable design piece, Studio Proba’s expertise in activating the senses will not only enhance the physical space but also amplify the storytelling aspect of Turquoise Mountain’s products, deepening the connection with consumers. By extending a powerful narrative into the pop-up experience, artisan products can be re-contextualized for new markets, making them more accessible and appealing to diverse, trend-conscious consumers while preserving their authenticity.

  • Motifs are a powerful representation of cultural heritage and traditional craftsmanship.

  • Showcasing motifs that reflect personal, cultural, or regional stories that can evoke an emotional response from consumers.

  • Allows foreign markets to explore the meanings and histories behind the motifs, and gain a deeper understanding of the artisan’s culture & craft

  • The focus on motifs as a storytelling device will reinforce the authenticity of the products.

Turquoise Mountain: Acheik Pattern

This showcases two of TM’s artisanal products set against a pop-up store backdrop inspired by the Acheik pattern, reimagined in a custom Studio Proba mural with its distinctive techniques, colors, and forms. The mural acts as an immersive design element, seamlessly blending heritage with contemporary styles. It brings the products to life in a dynamic space where traditional craftsmanship meets local modern aesthetics, all while preserving the integrity of the original local products.

One of the standout examples that we picked for our heritage motifs is the Acheik Pattern from Myanmar, commonly used in TM’s designs.

Acheil Pattern is characterized by its intricate geometric designs and vibrant color palettes, often incorporating motifs inspired by nature and historical events.

The patterns typically consist of repeating shapes, floral designs, and vibrant contrasts that create a visually striking effect.

TM Acheik Pattern x Studio Proba Mural Mockup

Reflections

  • Reflecting on the evolution of Turquoise Mountain, I have learned that the organization has adeptly navigated the complexities inherent in balancing non-profit objectives with sustainable business practices. Established in 2006 by His Majesty King Charles III, Turquoise Mountain focuses on preserving cultural heritage and revitalizing traditional crafts. Over time, the organization has developed over 50 small businesses across Afghanistan, Myanmar, Saudi Arabia, and the Levant, supporting a new generation of artisan entrepreneurs. This approach underscores the importance of integrating commercial strategies within a non-profit framework to achieve long-term sustainability and impact. However, the expansion into commercial activities has presented challenges, highlighting the need for a clear restructuring strategy to balance philanthropic goals with business operations effectively. This experience has taught me the significance of adaptability and strategic planning in mission-driven organizations to ensure both social impact and financial viability.

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