We live in a society that loves customized items and gifts, so I’m not surprised that one company has been able to cash in on something truly unique: our genetic codes. DNA 11 was founded a few years back by two friends in Canada, and their intent was to create personalized artwork from the DNA of their customers. Although I just recently learned about this company, it has been gaining momentum over the past two years with media attention from The Washington Post, Wired Magazine, USA Today, and GQ. DNA 11’s artwork has also been featured on HGTV, The Discovery Channel, The Today Show, and most notably, in the plot of an episode of CSI: NY.
It sounds unorthodox, but the art world and consumers have embraced the idea of DNA portraits. I’m not certain if it’s because we’re vain, or maybe it’s just that we love owning something that no one else has, but DNA 11 has sold its artwork to customers in over 50 countries worldwide.
When you initially purchase a DNA portrait, the company sends you a DNA retrieval kit through the mail. A video appearing on the company’s website explains the DNA retrieval process and shows a model swabbing her own mouth for DNA. After you mail your DNA back to the company, it’s given a six-digit tracking number to protect your privacy and sent to a lab for processing. Software is eventually used to zero in on a partial picture of your code and transform it into a digital image. With various color schemes and framing options available, these portraits start at $390 a piece.
The company now offers fingerprint and lip print portraits as well. The latter product, known as a KISS portrait, is why the company has been in the news lately. This is DNA 11’s first obvious attempt at reeling in more female customers, and being that I am female, I feel it necessary to comment on these pieces of art. Honestly…the KISS portraits are tacky. CNET.com calls them “very Marilyn Monroe,” but I think that’s just taking the easy way out.
I understand the concept behind the portrait: it’s unique, and hanging it in your home will showcase your femininity, your sense of self, whatever. But in my opinion, any art project that’s sponsored by MAC’s Viva Glam Lipstick is difficult to defend as, well, art. DNA 11’s website even suggests that you give your KISS portrait to a “lover.” I can already imagine women everywhere handing their boyfriends and husbands gigantic pictures of their lips for Christmas. Congratulations DNA 11, you’ve given the deranged women of the world another chance to further tarnish our gender’s name.
In my own defense, I realize that art is subjective, so if this is the kind of thing you like, I encourage you to buy one. A portion of the sales from KISS portraits do go to charity, although explaining that “one KISS Portrait sale can help purchase 1000 condoms in India” may not be the best way to market your partnership with the MAC Aids Fund.
So whether you are looking for a unique piece of art or simply decorating a new living space, it might be worth your time to check out DNA 11’s full product line. I prefer the DNA and fingerprint portraits myself, but I am sure there are some lovers out there who will want an over-sized portrait of someone’s lips. Oh, and what’s even better is that you can get a DNA portrait of your pet. The DNA retrieval kit works best on cats, dogs, and horses…and no, I am not making this up. But given that I don’t have a pet of my own, and I am fully aware of what some people will do for their animals, I’ll keep my comments to myself on this one.
This entry was posted
on Thursday, November 15th, 2007 and is filed under The odd stuff.
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