SELF GALLERY
GENERA
ROLE: EXECUTIVE CREATIVE DIRECTOR
Museums often carry a Eurocentric bias, reflecting a colonial point of view dominated by the works of white, male European artists. This can make most of the world's population feel unrepresented when interacting with art. Genera DNA Lab decided to question that by creating personalized exhibitions for everyone.
An art museum shaped
by your DNA.
The Idea
We created a virtual museum that adapts to its visitors' origins, combining digitized collections of galleries worldwide with Genera DNA test results. Sharing their DNA data - or cultural background, for those without DNA tests - users unlock a virtual gallery where each piece is curated from their heritage.
Turning art history from Eurocentric into You-centric.
REAL WORLD
IMPACT
IMPACT
+100,000 VISITS
IN ONE WEEK
+85,000 GALLERIES CREATED
35% INCREASE
IN DNA TEST SALES
INVISIBLE
CONNECTIONS
CONNECTIONS
GENERA
ROLE: CREATIVE DIRECTOR
A social-genetic experiment with a mother and her adopted daughter, showing that besides they don't have the same blood running through their veins, they had many invisible connections in common.
Check the case study
A mother and her adopted daughter invited to perform a DNA test without imagining what the results would be. All the experiment became a touching documentary film.
Check the documentary film
