ABSTRACT
This chapter provides the representations of a giant cake and cover photograph for an airline's in-flight magazine to mediate engagements with the Sydney Opera House. Participation in making a giant cake offers an embodied experience for the volunteers, who reframe cake-making as both the design and construction of the building, drawing personal meanings through this activity and collectively challenging the notional boundaries of architecture. Both the making of the cake and the use of the photograph of the Sydney Opera House on the cover of Qantas' in-flight magazine are examples of van Dijck's third axis, which proposes that mediated memories connect embodied experiences with embedded practices. In the case of the cake-making, the embodied experience is connected with the socially embedded traditions of decorating cakes, and in the case of the photograph of the Sydney Opera House on the magazine cover, the use of this building to symbolise Sydney becomes connected to the passengers' embodied experience during their flight.
