Company Info for new.foundation | IcebreakerMembers
My journey began in the creative pulse of Ghana’s advertising scene, leading to New York’s fashion industry and later into social innovation and community development work. Across these chapters, my passion has always centered on people—combining creativity, empathy, and systems thinking to design meaningful, human-centered experiences.
Now immersed in the evolving realms of AI, Web3, and emerging technology, I draw on this multidisciplinary foundation to build ecosystems that connect innovation, culture, and social impact. With a focus on collaboration, storytelling, and product strategy, I’m dedicated to shaping environments where creativity and technology converge for shared growth and lasting value. 
In 20+ years at the intersection of research and startups, Sofiane has founded and contributed to consumer, AI and culture startups through the practice of data-driven optimization.
1. As head of growth for a mobile content distribution network, doing SEO and in-app content algorithms to optimize conversion rates and MRR, working with the music industry (Warner, Universal, EMI, Sony BMG...), acquired in 2005 by a telecom giant.
2. As co-founder of a user-generated content network specialized in luxury fashion (category initiator and leader), part of the i-D and Vice Media network, working with top-tier brands such as Vogue Paris, CHANEL, Saint-Laurent, Dior, Kenzo, Givenchy, Burberry, Cartier, Faith Connextion, Guo Pei and many others.
3. Today designing and contributing to the Internet of Experience. After pre-training models that learn based on a vast corpus of forensic data (imitation learning), we are about to enter a new phase where models learn from the feedback they receive through experience: human feedback, reasoning traces, self-play, active inference, all sorts of new architectures based on iterative, feedback-driven multi-agent learning. This New Internet will either be corporately owned by tech giants, or protocolized. At Newfoundation we have been researching and building the coordination substrate for the latter scenario. 
