About creating a new guild: You will be able to change out the furnishings, lighting, companion gear, and ( if i can manage it - i think i can ) Get guild specific quests and missions that YOU specify. I think i have a system for identifying a hit target and sending an assasin after that person even.
All this is surprisingly simple, I'm surprised no one has thought of it.
EDIT: Also, the way you customize your guild decor is in sets- Wall+Ceiling, Floor, Lighting systems.
Im making "themes that apply in those three catagories, like Lower class, Necromancy, Upper Class ETC. You can mix and match the three categories ( Wall, floor ETC ) and the armor for your npcs and creatures for your duengeons.