Good Genes, Bad Genes -- A Consumer Choice?

Nestled inconspicuously between boutiques and snackbars in downtown Bremen is a new store called "chromosoma." The shop with its ultra-cool interior opened just recently and promises to offer its customers something they won't get at a run-of-the-mill department store, namely, the possibility for a complete genetic make-over.

Curious passers-by who venture inside the shop can explore a range of six products and services such as "book-a-baby," which allows women to choose precisely when they wish to start a pregnancy, as well as selecting their baby's genetic traits, and "re-set," which offers customers the opportunity to store their genetic information with a view to human cloning. The store also provides a service it calls "gen-ex," which destroys human genetic footprints – the skin particles, hair and saliva that contain someone's entire genetic code. The product is designed to prevent involuntary assessment and storage of genetic material -- information which could conceivably be misused by employers and insurance companies, for example.

Sound a little dubious or ethically questionable to offer genetic designing to the paying public? Well, that's the point of the world's first DNA store.

Simulating reality?

Chromosoma is in fact not a shop at all, but rather a "field-study" project organized by the Bundeszentrale für Politische Bildung, or Federal Center for Political Education, in the run-up to its congress on genetic research from 15 – 17 September in Bremen.

Two years in the making, the 10-day long initiative was managed by Leipzig-based artist Alf Thum, who posed as "chromosoma" CEO Hans Jürgen Sternburg. His mission was to take genetic research out of the science laboratories and into the public eye, drawing people's attention to the fact that the future is upon us – and gene technology and its applications are topics of immediate relevance to everyone.

By opening up the gene-shop and simulating reality, visitors to chromosoma were afforded a glimpse of a brave new world where gene technology is already so advanced that consumer genetics are simply part and parcel of everyday life.

So far the reality is a far cry from the type of products outlined in the chromosoma catalogue. For now, many of the products displayed in the Bremen store clash with current legislation, such as stringent embryo protection laws.

Postive public resonance

But Florian Feigl, who helped organize the venture, told DW-WORLD that few of the weekend-shoppers who looked in on the opening-day asked probing questions. Staff at "chromosoma" discovered that their -- hypothetical -- products were surprisingly well-received by the unsuspecting public.

Visitors took a keen interest in the services outlined and expressed immediate willingness to try out the "starter packs" handed out by friendly assistants along with complimentary glasses of sparkling wine.

Florian Feigl said the team observed that describing the products in aspirational, lifestyle terms meant that customers were quick to accept their often controversial premises.

Implications of gene technology

The situation, however, is much different when experts get involved. And following on the footsteps of the DNA shop, scientists, educators and politicians will descend on Bremen for a three day conference entitled "Good Genes, Bad Genes – Gene Technology, Gene Research and Consumer Genetics." The chromosoma scenario will certainly figure highly in their discussions, especially as it sheds new light on the public's acceptance of genetic designing and the need for broader awareness campaigns.