Everyone is ok indeed.
Looks like i was just unluck. First time anything like this has happened. Flippin terrifying!
Rim looks worse than it is - the tyre has just moved sideways off it so it looks battered but in fact upon closer inspection seems ok.
Getting it checked for cracks, stresses etc next week.
In the meantime, my 17's are on with winter tyres. Nice comfy ride and safe through the chilly months!