99 x 99s is a photographic project which documents the story of the 99 ice cream through a photographic road trip around the UK.
In the summer of 2013, over 25 days and 3,500 miles, I travelled around the coastline of Great Britain with a simple aim to visit 99 place and to photograph a 99 flake ice cream in each place. As I went from place to place I was fascinated by the human touches that make each 99 ice cream unique. I also documented the seaside ice cream vans and parlours that sold the 99s, and the discussed the myths which surround this very British icon.
“It wasn’t a journey to explore the 99, so much as a journey into the collective psyche and the land that had created it … as a rite of passage, American Photographers do Vast epic road trips down route 66. English Photographers go to the Seaside.”
— Michael Smith