Dominic Wilcox is London based designer who, since studying at The Royal College of Art, has been commissioned by big brands such as Nike, BMW and Kelloggs. His total unique design style questions the norms of society and always brings an element of humanity to solutions. The playful sketches have been become a symbol of his design approach and his talents. Thomas Heatherwick described them as:
“Dominic Wilcox’s drawings aren’t just witty and beautifully drawn, they are serious challenges to the real world to keep looking at itself with innocent eyes, wondering what else is possible”
I was first told about Dominic Wilcox by Rachael Sleight in a tutorial at GSA. She suggested that I look at his invention sketches as inspiration for creative food solutions, she was right. These witty ideas speak for themselves and are captured in his book; ‘Variations on Normal’. Here are some of my favourites:
They’re often totally impractical but perfectly tread the fine line of bringing a smile to people’s faces whilst being relevant. They are totally simple, can be used in one specific scenario and offer little to no explanation of their feasibility. However, they capture our imagination by showing us how silliness can be part be of the design conversation. It is a tool he uses to fuel creativity and lead on to greater things. He often turns some of these sketches into models to demonstrate them:
Some of these include a bowl that amplifies the crackling of cereal absorbing milk including volume controls. Most people can pour the cereal into the bowl, but why not have a head mounted crane do it for you? Another one that brings more joy to everyday tasks is the xylophone bin. Upon opening it a ball is released that topples down hitting the notes. It would be easy to call these designs quirky and move on but I believe this work is meaningful for three reasons.
First, they point out how bizarre design that we consider ‘normal’ can be. Why are there standard ways that products must be? What is so ridiculous about using a hardwood coffin for more than just a box to bury someone in? Cloud shaped light shades, though playful, also look great. Secondly, joy of use can be a function. Maybe not for a new piece of medical equipment but for a statement watch, why not? Making the user smile by having direction light up on their shoes isn’t a necessary feature but perhaps being fun is a lost principle product design. Within product design engineering we often focus on achieving the primary function the most efficient way possible. I really enjoy Wilcox question this golden rule. Finally, it’s inspiring. For me, yes, but also for the next generation of designers. Being an inventor is almost a lost profession but Wilcox is trying to put it back at the careers fayre by facilitating design for young children. He calls this project; Little Inventors.
Children can make a positive contribution to the world, even if it’s small. And, isn’t that what all designers are chasing? The belief that everyone is born creative was a driving factor for the project. Wilcox wanted to show the world that we can learn from the creative minds of children that know no boundaries as well as instil a belief in them that their ideas are valued and anything is achievable. Wilcox gathered skilled makers to produce these products in front of these young inventors before exhibiting all of the work in Sunderland. The exhibition showed off boundless creativity and the skill of specialist manufacturers that we have here in the UK.
I find his approach to design energising. To him, it is a tool to invent. I want to adopt this approach more into my design work. Sometimes there’s a pressure to be creative that can force great things or smother the process. This isn’t necessary, there’s no reason to feel confined by false rules of design. I can’t wait to push my own boundaries to be more inventive.
To find out more about Dominic Wilcox, this short documentary on his website is a quick introduction into who he is: