I nibbled Britain out of Jaffa Cakes
by Dominic Wilcox

| 18 comments

I nibbled Britain out of Jaffa Cakes by Dominic Wilcox

London designer Dominic Wilcox is building up to Britain hosting the Olympic games this summer by nibbling his way through 30 boxes of McVitie’s Jaffa Cakes to build models of UK landmarks and icons.

Watch this movie on Dezeen Screen »

The series includes depictions of the river thames, Tower Bridge, pound coins, the white cliffs of Dover, the Union Jack flag and the queen's guards.

I nibbled Britain out of Jaffa Cakes by Dominic Wilcox

Top: The Queen on a coin

Above: Stonehenge

He used the orange plastic wrapper as a filter to get the appropriate lighting effect for a sunset at Stone Henge.

I nibbled Britain out of Jaffa Cakes by Dominic Wilcox

Above: Stonehenge

Other examples of his work on Dezeen include a smart-phone stylus that straps over your nose, coat hooks made from unwashed paint brushes and a series of sculptures that feature tiny characters perched on the hands of vintage watches.

I nibbled Britain out of Jaffa Cakes by Dominic Wilcox

Above: The Queen's guards

Like Dezeen, Wilcox is based in the London borough of Hackney - see our showcase of design from the area here.

I nibbled Britain out of Jaffa Cakes by Dominic Wilcox

Above: Tower Bridge

Photographs are by Dominic Wilcox.

I nibbled Britain out of Jaffa Cakes by Dominic Wilcox

Above: The Loch Ness Monster

Here's the full story from Wilcox:


It’s quite a big year for Britain with the olympics coming up soon. In celebration of this, McVitie’s challenged me to create some British themed creations using their Jaffa Cakes.

I nibbled Britain out of Jaffa Cakes by Dominic Wilcox

Above: The Loch Ness Monster

I took my inspiration from friends who described their strange and unique methods of eating them.

I nibbled Britain out of Jaffa Cakes by Dominic Wilcox

Above: The white cliffs of Dover

I started to nibble and pick away, going through 30 boxes of Jaffa Cakes to try to get shapes that fitted with my British themed ideas.

I nibbled Britain out of Jaffa Cakes by Dominic Wilcox

Above: The Thames

One problem I had was when I got distracted by the radio and then looked back to see I had eaten the Loch Ness monster.

I nibbled Britain out of Jaffa Cakes by Dominic Wilcox

Above: The Union Jack

See the video and pictures of what I came up with below.

I nibbled Britain out of Jaffa Cakes by Dominic Wilcox

Above: The Queen on a coin

I nibbled Britain out of Jaffa Cakes by Dominic Wilcox

Above: Tower Bridge

I nibbled Britain out of Jaffa Cakes by Dominic Wilcox

Above: Tower Bridge

I nibbled Britain out of Jaffa Cakes by Dominic Wilcox

 

  • Chris

    This guy is most definitely too cool for school.

  • felix

    Next week on Dezeen: a man makes a giant corgi out of tea bags filled with bangers and mash. Everyone agrees he thoroughly understands what it means to be patriotically British and gives him a knighthood made of eccles cakes.

  • amsam

    I'm usually a big proponent of experimental/whimsical design on dezeen, but this is quite a stretch to take seriously.

  • d0ubled

    hah! this should appear in a blog of 'things to do when you're stoned' rather than a serious design blog…

    as for a criticism, it lacks depth and very few people like jaffa cakes.

  • TheSmilingHouse

    "McVitie’s challenged me to create some British themed creations using their Jaffa Cakes."
    Wow, you really did create some British themed creations using their Jaffa Cakes…

    • amsam

      best. comment. ever.

  • blackmirror

    Ha ha ha…..
    You have to see these pieces in context of who has made them. This is how Dominic designs – he doesn't do renderings and blue foam models. It's mind vomit in a good way.

    Dezeen has the opportunity to introduce us to the boundaries of design – and I usually find that things like this are more inspiring than the seriousness of Eindhoven-esque-ness that often looks more silly than a jaffa cake in the shape of the loch ness monster.

  • Rick

    Going against my better judgement, I cannot help but agree with blackmirror. These days I find myself scrolling down Dezeen finding little in the sea of bland design to tempt me in. Another 'cool' piece of furniture, another 'poignant' dystopic visualisation, another functionalist house in Japan or Switzerland…

    This is a nice distraction. I'm sure we can still do better still, though.

  • http://www.inspiredspacesmagazine.com Barbara Edie

    Takes playing with your food to a whole new level. May not be 'serious' design, but certainly imaginative… and all great ideas start somewhere.

  • LOW

    Tonight! A man chews on Jaffa Cakes! (Said by Jeremy Clarkson)

  • John

    You just dropped the base of your previous works with this. Silly or I don´t know how to call it. :(

  • googlegoggles

    this ranks with making things from the foil of easter eggs and napkin origami. both of which none cares about

  • john

    i know why i start hating design more and more

  • keefeburtons

    "i know why i start hating design more and more"

    Is it because people take things so seriously?

  • loveydovey

    I have a strong suspicion that:
    - one of your staff members must be in love with Dominic Wilcox
    - another one in love with Philipe Malouin.

    I mean, the amount of exposure you give them compared to the quality of their work is insane… (even though this is pretty funny)

  • http://londonliving.at Henry

    This is great! Jaffa Cakes – such a versatile cake/biscuit!

  • Anthony

    Dezeen people: are you high? I mean, honestly?

  • Phyl

    God save the Queen for a late night snack fest.