María Mallo Zurdo is Associate professor at the Department of Architectural Graphic Ideation at ETSAM (Faculty of Architecture), UPM. She is also a co-founder of Mad Materials.
“Innovation is the ability to question the status quo and propose new ways of doing things. It is a continuous process of evolution and learning, through which we develop creative and sustainable solutions to the social, environmental, and economic challenges of our time.”
Participant at the following EELISA Events:
Q. What is the main purpose that motivates you to be/become an #EEnovator?
A. I am deeply motivated by the desire to be actively involved in creating a more just and sustainable future. We strongly believe that initiatives like this one, which promote innovation, are essential for building new realities. Innovation and creativity are the most powerful tools we have to challenge the status quo and open up paths toward a more conscious, collaborative, and environmentally respectful world. Being part of a community of innovators is an opportunity for us to contribute through creativity, design, and material experimentation. We are driven by the possibility of inspiring others, generating impact through applied research, and being part of a global movement that does not settle for the status quo but pushes for bold, ethical, and sustainable solutions.
Q. What is innovation?
A. For us, innovation is the ability to question the status quo and propose new ways of doing things. It is a continuous process of evolution and learning, through which we develop creative and sustainable solutions to the social, environmental, and economic challenges of our time.
In our case, it means replacing toxic materials with biomaterials that add environmental and aesthetic value without compromising functionality. Our purpose comes from a deep concern about the planet’s condition and the urgent need to change our production and consumption models.
Mad Materials is a creative lab where we research and develop biomaterials from organic waste, promoting a new way of producing that respects nature’s cycles and embraces regenerative design.
Q. What have you learned on your innovation journey so far?
A. I’ve learned that innovation is a collective and long-term process. Even the most brilliant ideas require time, testing, failure, and collaboration to mature. We’ve also learned to be patient, to listen to people with diverse knowledge, and to let the materials speak to us. Throughout this journey, we’ve seen that challenges become opportunities when approached with passion and commitment—and that real innovation happens when purpose meets action. Our innovation transforms organic waste into resources. By developing biodegradable biomaterials from by-products like eggshells, coffee grounds, orange peels, algae, or mycelium, we not only prevent these materials from becoming waste but turn them into functional and aesthetic new materials for design. This represents a profound shift in how we conceive of products—not as disposable objects, but as part of a circular system in which everything has value. In doing so, we help reduce environmental impact, promote sustainable practices, and offer real alternatives for creative industries seeking to align with the goals of sustainable development.
Q. What do you wish for the Innovation Ecosystem of the future?
A. I wish for the innovation ecosystem of the future to be more inclusive, connected, and accessible. We hope it will make emerging projects more visible, foster networking, and promote synergies between people and organizations who share a common vision. We believe that collaboration across sectors, disciplines, and cultures is key to scaling sustainable solutions and generating real, positive impact in the world.