Welcome to Optimism

Toothpaste Snails

Found under the noses of Ronny and Holly in reception, the L Gallery is W+K London’s very own exhibition space. Everyone from our finance staff to our Creative Directors are invited to use the L Gallery to let us know a little something about themselves. In the past we’ve had Laura V’s collection of postcards made into houses and Guy’s collection of trainers. This time, Nicholla Longley has had a play with toothpaste, demonstrating that it’s not just an everyday hygiene aid, but also a fantastic art medium… she uses to make sails!

Close up snail

This is
what Nicholla has to say:

 

"One evening

Coco my daughter, was

brushing her teeth. I
popped downstairs.

Whilst I was downstairs,
she stopped

brushing her teeth, took
the white toothpaste

and squeezed little lines
of toothpaste on to

the bathroom door.

 

I didn’t notice until the
next morning.

Then I saw what looked
like little white

slugs slithering up and
down the door.

It took me a second to
work out it was

toothpaste.

 

It looked really gross,
but good. I liked the

fact that real slugs are
horrible, and yet these

toothpaste slugs were
really quite clean

and pleasing to look at. I
also thought

toothpaste was a good
medium to make

sculptures, as it’s quite
pliable but dries

really hard."

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Pirate’s Doodle Bread

Doodle webpage test

On the days when I’m not W+K ing I do things with bread.

Over the past couple of years I’ve been working with a fantastic Irish bread inventor. We’ve done lots of messing , doughing, and general bread storming.

She discovered a way to bake bread with shapes running through it.

Bread like sitcks of rock. Brilliant.

We have developed this into a brand.

Check it out at http://www.doodlebread.com/

Our primary target market are parents who haven’t really grown up,,, along with their 5-11 year olds. The first person to try it out here was Kevin. Seems our strategy was working. He got cross, got messy, oiled the wrong bit, swore, ranted, pulled his hair out – tough when you’re a baldy – but eventually baked his first ever Doodle loaf. His boys loved it, apparently. Not sure about Kevin. 

Kevins Boys & Doodle

At the moment the only ‘Doodle’ shape available is a star, but we plan to introduce more shapes and colours as we go forward. In true Wieden spirit this is an experimental, on-going project and all feedback, even Kev’s, is really useful. You can either comment on the Doodle Bread blog http://doodlebread.wordpress.com/. Or upload your bread master-pieces on the site, or email us directly at [email protected].

Let the bread brilliance begin…

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