99 x 99s - Luke Stephenson

99 x 99s - Luke Stephenson

99 x 99s is a photographic project which documents the story of the 99 ice cream through a photographic road trip around the UK. 

One summer, over 25 days and 3,500 miles, Luke Stephenson 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 he went from place to place he was fascinated by the human touches that make each 99 ice cream unique. He 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