14 December 2015 // Puck Gall //Amsterdam

//DOMINIC WILCOX

Even if you were a slightly dreamy child you can probably think of a few games you invented with your friends or crazy toys you created.
One of my dearest childhood memories were all the huts I build as a child. Some were temporary others lasted for years. The purpose was always simple; a child only zone where I could get away from the big bad world. But funny enough it was never so much about the usage of these huts, it was more the building part that triggered my inner Michelangelo. When I was really small a good table and a lot of blankets would do. I could spend hours in there with my best friend and her big brother was always our loyal guard. What we did inside? I cannot remember, but I do have a vivid memory of the impressive looking hideaway. Later on this became a much more complicated process, we needed to get inventive to create even bigger and better huts. On holidays close to a forest that meant running around looking for any thing we could find, no bush was safe. But my biggest accomplishment was one of my final huts. Somewhere in the backyard next to the water together with one of my best friends we decided to create a proper long lasting hut. With a real window and door, shelves to put our treasures on and even a desk and chair had to fit in. Unfortunately the kids from next-door were also inspired and started building an even bigger hut! This was naturally unacceptable so we needed to keep building. An outdoor kitchen was created, with water from the river and a roof. We constructed a real garden with a fence and we planted as many different flowers we could get our hands on. We never really spend much time inside that hut, mainly because of all the spiders, but we did feel so proud.

Looking back on this I sometimes envy this free child. I have gotten older and now I worry about money, career, taxes and other stupid grownup obligations.  Maybe it is the world that changed, but I highly suspect it was me that changed. I lost my freedom mainly because I have given in to the rules of this big bad world. If I would now decide to build a hut somewhere it would maybe feel as a waste of my precious time and I would not be able to see the reason behind it. Something that once fulfilled me with joy is now just a stupid plan.

This is the main reason why I love the work of Dominic Wilcox.

I once stumbled upon his work on the Internet. A movie that caught my eye just by its simple name; “The Reinvention of Normal.”

London based Dominic calls himself an artist/designer/inventor and I believe this title is just right. He is an insanely refreshing thinker and creates the funniest most creative inventions. His take on the most normal things in life makes me dream and wonder again. Because most of his creations are functional they have a certain humoristic feel to them. It is definitely not pretentious art or design, it is the freedom in this work that makes it feel playful.  In his words: “ We shouldn’t be afraid of ridiculous thoughts”. 

Through funny sketches he collects all his ideas, even if they do not make sense yet. Afterwards he will judge his ideas to determine which one he can really bring to life.
One of my favourite drawings is the reverse bungee.

Here you can see the simplicity of his thinking. He throws a piece of land down a cliff where a person stands below to watch the show.

No place like home is a commissioned work he created for the Global Footprint project. The Wizard of Oz inspired him, where Dorothy can transport herself home by just clicking the heels of her red shoes together. Dominic created a pair of shoes that will direct you to your destination. By uploading your designation to the heel of your shoe, they will direct you to your designation using GPS and small lights that are implemented in the shoe.

His latest work really makes me smile.
Together with Kellogg’s he tried to make breakfast more fun for children.
He created many crazy inventions like the Tummy Rumbling Amplification Device and the Soggy-o-meter. My favorite is the Cereal Serving Head Crane Device. This fantastic machine is everything I dreamed of as a child.

Instead of simply pouring your cereals and milk inside a bowl he turns it into a game. By your control pad you can move the crane and dig up your cereals and add milk to your bowl. 

An artist like Dominic is making me believe again in the power of my childish ridiculous ideas.  While growing older we will only find more rules and limits we need to live by. That’s why I think it would be so healthy to celebrate the small “normal” things in life.  We need to be ridiculous it might safe us from turning into grumpy old bastards. 
Please check out Dominic’s work!  www.dominicwilcox.com