DNA 11 Launches Crowdsourcing Design Platform: Introducing DNA 11 Labs

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Pioneers of consumer genetic art kick off new community-powered website with DNA rugs, wallpaper.

DNA 11 Labs launches with DNA Rugs

“DNA 11 Labs is a hyper-democratic forum that allows ideas and concepts to be generated quickly and shared easily. It’s a playground for creative minds to experiment and innovate.” -- Nazim Ahmed, co-founder.

DNA 11, the company that popularized biometric art, is bringing its unique concept to the community with the launch of DNA 11 Labs - a new crowdsourcing platform for world class design. Leading the way is the debut of DNA Rugs, the most unique art you’ll ever walk on.

In a world where creativity can often be stunted by the constraints of business, DNA 11 Labs will allow for the free flow of ideas and rapid product development with minimal up-front cost.

“DNA 11 Labs is a hyper-democratic forum that allows ideas and concepts to be generated quickly and shared easily,” said Nazim Ahmed, co-founder. “It’s a playground for creative minds to experiment and innovate.”

By signing up on the DNA 11 Labs homepage, community members will be able to vote on their favorite concepts as well as have the opportunity to pitch their own. Based on the amount of votes an idea gets, it will be offered exclusively to members where they can pre-order from a limited quantity available.

The company often receives requests for special orders from customers who love the DNA 11 design and aesthetic. Many of these custom orders have inspired the launch products for Labs such as wallpaper, rugs and even a custom waterwall for a client’s rooftop patio. Since great minds think alike, it was a natural transition to turn to customers to help decide what’s next.

“Crowdsourcing is very helpful in the product development phase to ensure you’re considering your customer’s wants and needs,” said Spencer Callaghan, director of marketing. “It makes them part of the process which increases their ownership of both the brand and the product.”

DNA 11 has been experimenting with the idea of crowdsourcing since the beginning. The original DNA art concept was born from the overwhelming response the co-founders received from family and friends.

The DNA Rugs will combine your unique DNA, Fingerprint or Kiss print with a gorgeous hand-tufted, 100% New Zealand wool rug. Available in a variety of color combinations, or special ordered to custom match your furniture or paint, it will add a touch of you to your home.

“The big idea behind labs is really about self expression,” said Adrian Salamunovic, co-founder. “We are tapping into one of our most valuable assets; the collective hearts and minds of our diverse global customer base. Getting our clients to help us develop new ideas is simply invaluable.”

Behind the scenes, the DNA 11 team has been busy preparing for the launch. The new website has a new look and feel that’s clean, modern and makes the products the focal point. Relationships with industry-leading suppliers have been secured to ensure the company’s world-class design is respected and the products can be brought to market if the demand from the community warrants it.

DNA 11 Labs launches today. Visit http://www.dna11.com/labs to become a member and start voting on your favorite designs.

About DNA 11

DNA 11 is the original creator of DNA Art – the world's most personal form of art that combines design, technology, science and pop culture. DNA 11 creates contemporary custom portraits from DNA, fingerprints and lip prints. Each modern art piece is as unique as the person purchasing it. These one-of-a-kind art pieces can be found in the Museum of Modern Art (MoMA) stores, have been featured in an episode of CSI: New York and can be found in thousands of homes around the globe. Most recently, DNA 11 changed the industry again with the launch of DNA 11 Ancestry Portrait which visualizes maternal lineage in a custom piece of augmented art. For more information visit http://www.dna11.com.


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Suzy Kendrick
DNA 11
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