Sega and LOM BABY Create Life-Size Sonic Figure With Synthetic DNA
The collaboration signals Sega's interest in using cutting-edge biotechnology as a marketing and artistic medium for its flagship character.
Reporting from 1 sources: 4Gamer.net.
Sega has unveiled a life-size Sonic the Hedgehog figure created in collaboration with art unit LOM BABY, using biotechnology to synthesize DNA representing Sonic's traits. The 100cm-tall figure, plated with silver and containing a Chaos Emerald, is on display at SEGA STORE TOKYO. The project is part of Sonic's 35th anniversary. LOM BABY, known for biotech art like edible 'dragon meat,' worked with Sega to encode characteristics such as blue body color and supersonic leg power into synthetic DNA.
The figure's DNA was designed by rewriting genetic information on a computer, based on the Nobel Prize-winning CRISPR technology. LOM BABY and Sega discussed what constitutes 'Sonic-ness'-including his adventurous curiosity and inability to swim-and encoded those traits into synthetic DNA. Creative director Kazuyuki Hoshino said the project may be too innovative for game culture but considers it a success if it causes a stir. The 100cm figure, plated with silver and featuring a Chaos Emerald in its chest, is now on display at SEGA STORE TOKYO.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.