BioLand is the first stage of Consuming Monsters, a Research project that investigates design as a tool for critical reflection on the social and ethical implications of biotechnology. Our main assumption is that objects can make abstract issues tangible, and that products, as a special category of object, can locate these issues within a context of everyday material culture. We believe hypothetical biotech products that embody complex values can be used as an innovative and accessible way of generating discussion by engaging the public as consumers rather than citizens. During this first stage of the project we have identified and collected applications of biotechnology that have just entered, or are about to enter everyday life in the form of consumer products and services. Some are produced by companies while others exist only as proposals by artists, students, and designers. We then organised these products and services into notional departments within BioLand. BioLand is a sort of existential shopping centre focusing on deeply human needs and how biotechnology will impact on the ways these needs are met and understood. In particular, it focuses on meeting birth, death, and marriage needs in a genetically modified world. It allows us to locate design proposals within a complex mix of social, cultural, commercial, and ethical contexts. It helps us to move away from a purely abstract and philosophical space into one of everyday consumerism and industrialisation. On another level it’s a thematic container for organising and understanding existing and potential bioproducts, services and projects. It’s important that these products and services represent both negative and positive implications. Their purpose is to stimulate discussion rather than be taken up for manufacture. BioLand is also a conceptual platform from which different kinds of collaborations and projects can develop and finally, it’s a narrative device for engaging different audiences. We would like to use BioLand, in partnership with others, to develop proposals for hypothetical products and services which will be used as tools in later stages of the project to facilitate debate between the public and specialists about alternative biofutures. These proposals will act as catalysts, generating a series of different experiments which aim to bring very different communities and agencies together, including scientists, ethicists, museum and arts organisations, the public, and designers. The main purpose of the project is to explore public perceptions of different biofutures before they happen and, make a contribution to the design of regulations that ensure the most humane and desirable futures are the most likely to become reality.