We demonstrated a method to efficiently incorporate plasmonic and photochromic units within one Gold nanoparticles and azobenzene derivatives can be incorporated within one, processable, waterfunctional material by using cellulose nanofibers as a functional scaffold. Presence of gold nanorods enables light-driven, plasmon-assisted Z-E isomerization of a photochrome. Statistical modelling indicates that thermoplasmonic effect, triggered upon red-NIR irradiation, grants an ON-OFF control over the isomerization kinetics in the hybrid material.