JESSICA MUMBY-PRICE LOOKS TO PASTURES NEW & ASKS: “WHAT IF WE COULD GROW OUR OWN MEAT?”
Pastures New fast-forwards 15 years to a time where cultured meat is widely eaten and socially acceptable.
The end of World War 2 brought about an unprecedented acceleration of science and technology into our lives. Whilst penicillin and the race to walk on the moon both represent ubiquitous landmark achievements, few of us know about The Chicken of Tomorrow: the 1948 competition conceived of by what was then the largest U.S. supermarket chain A&P Food Stores and funded by the United States Department of Agriculture (USDA). The quest: to develop a sumptuous bird with a breast like a turkey. The outcome: the breeding of a bigger, better chicken.
Jessica Mumby-Price crafts exciting visual identities and digital experiences, using a range of tools in typography design, 3D and 2D motion, illustration, coding and AR. Play and experimentation are central to her way of working — often leading to what she describes as “my most creative outcomes.”
During her DPS Year, Jessica developed R&D in India and worked for studio Local with pioneering designer Roshnee Desai, having been deeply inspired by the company’s philosophy of working on projects rooted in the local but affecting the global, that aspire to change the world.
For her final major project, Jessica focused on topics that explore our connection to the world around us and how we might live in the future, in turn designing a 3D game exploring the connection between cultured meat and the environment.
Subverting the idea of a digital pet, players of Pasture New invites players to extract cells from animals, respond to their survival needs and nurture them into ready-to-eat meat products — all with the view to satisfying a growing global population whilst maintaining the fragile ecosystem.
The result: an enchanting, playful extract of a gamified experience-turned-educational-vision of the not-too-distant future. Upon graduating, Jessica would love to work for a multi-disciplinary and collaborative design studio. Without a doubt, a designer for tomorrow.
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Exhibition: Jessica Mumby-Price x GMD Show
Portfolio: www.jessicamumbyprice.com
Instagram: @jessicamumbyprice
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Reference: * GOOD, Meat is real meat. Made without tearing down a forest or taking a life.