January 28, 2010 at 10:33 pm · Filed under Uncategorized
We’re excited to give you this exclusive first look our Wonderland Takeover of Hot Topic in Los Angeles, to herald the arrival of one of this year’s most anticipated movies: Disney’s Alice in Wonderland.
Hot Topic is one of the US’s most popular retailers, and this first glimpse gives you a sense of the cinematic detail and atmospheric style we are bringing to their store– a true first for movie promotion in this kind of environment.
The entire store is being rebuilt from scratch; the Wonderland FIVE33 has installed goes beyond conventional store branding – it brings the world of the film to life in an immersive themed environment, with a meticulous eye for the detail of Tim Burton’s vision.
This one-off theatrical-retail event goes live on February 5th in the Hollywood & Highland Center in the heart of Los Angeles.
You’d be mad to miss it… wait for it… mad as a Hatter!
Take a closer look at our acclaimed promotional Book-in-Book for Disney’s forthcoming adaptation of the Lewis Carroll classic, as we open the book and reveal the hidden layers that make this a book worthy of Wonderland.
Following Disney’s hugely successful Alice in Wonderland Touring Exhibition – travelling across the world visiting major cities in North America, Asia & Europe – FIVE33 has taken the next step to reach those members of the press and the wider promotional world who did not have the opportunity to experience Wonderland in person.
FIVE33 has delivered an innovative Book-in-Book mailer that conceptually ties into the size-shifting world of Wonderland: a unique set of four books, hidden inside each other.
As readers turn the pages of each volume, they will first discover the filmmaker pedigree, showing how director Tim Burton has created his masterful new vision of Lewis Carroll’s classic stories. The second book gives readers highlights of key locations from the film, revealing the vast landscapes of Wonderland through gatefolded vistas. The third book introduces the talent, showing the cast that will be bringing these timeless characters to life, from Johnny Depp’s Mad Hatter to newcomer Mia Wasikowska’s Alice. The fourth and final book contains the ‘Key to Wonderland’, a USB stick created in the form of an aged key and loaded with exclusive bespoke content.
The Book-in-Book is designed to engage and excite press, media, exhibitors and promotional partners six months ahead of release, whilst showing Disney’s pride and confidence in this landmark movie. It not only gives the recipient a glimpse into the world of Tim Burton’s re-imagined Wonderland, but also acts as a prestigious memento of one of 2010’s most highly anticipated films.
FIVE33’s design team worked closely with the filmmakers to ensure that each book was true to the detail and artistry of their groundbreaking 3D production.
‘We have been very privileged to work so closely with the film’s creative team both on the Exhibition and the Book-in-Book,’ says Emily Castel, CEO of FIVE33.
‘Our creative team have really been able to immerse themselves in the world of Wonderland and I think the finished article speaks for itself.’
The care and attention put into every page of every book is a testament to both Disney’s ‘Alice in Wonderland’ and FIVE33’s stunning eye for detail.
Launching at the NTV Studios in Tokyo on the 23rd of December, the Asian leg of the Alice in Wonderland Touring Exhibition has been the most successful yet.
Over 20,000 guests have visited Wonderland so far, and been enchanted by the props, set pieces and costumes of Tim Burton’s most visually stunning film yet.
The Rabbit Hole leaves on the 11th of January - so if you are in Tokyo and haven’t had a chance to experience it yet… be sure to head down there!
December 1, 2009 at 8:37 pm · Filed under Uncategorized
Ensuring Ebenezer brings his unique brand of humbug to every nook and cranny of London, here are our Tube ads that dominated the Underground throughout November. The perfect signpost to the London Lights for Disney’s A Christmas Carol.
If you haven’t been to seem them yet… why not? There’s only 23 days to go… it’s officially okay to start feeling Christmassy!
November 27, 2009 at 4:53 pm · Filed under Uncategorized
Our delightful Ian and Heidi are currently stateside, spending the run up to the holiday season in LA.
They will be checking in from time to time sharing those things that are catching their eye over in the City of Angels. First up, Heidi talks us through a retail event the dynamic duo attended earlier this month…
“Ian and I went to SPACE15Twenty on Wednesday 11th of November to check out this new experiment in retail. The space is a regular host to live performances and film screenings. On the night, they were setting up for the ‘Social Explorations of the Art of Music Video’. Interesting to see the Social implications of an art form that is continuing to evolve. Live music and videos from Gabe Askew (Grizzly Bear) were very cool.
Whilst exploring the space we came across an old photo booth, these are near extinct in the UK so you can only imagine our excitement at the prospect of documenting our new adventure in LA. So after much preening and trying to squeeze ourselves into the tiny booth we took the plunge. Although not our finest modelling shots we feel this has captured a brief moment of our beginnings in this amazing city.”
Back here in London, we were delighted to see the above pictures. Almost looks like the poster to a daring new Rom-Com… ‘Photo-Booth: Love Can Develop in Less than 2 Minutes’…
Our events team (or ‘miracle workers’ to give them their full job description) have found a way to pack all the wonders of Tim Burton’s imagination into three shipping crates. As you read this, Alice is sailing the 10,000 kilometres to Tokyo.
The Exhibition arrives in Japan and begins construction on the 19th of December, with the doors to the rabbit-hole opening on the 22nd, at the NTV tower, in the heart of one of the world’s most exciting cities.
Our fearless custodian of all things Alice, Maria Walker, is going along for the ride, and will be posting updates from the site, as we get nearer to the big day.
Partnering with Hot Topic, one of the US’s most popular stores, FIVE33 is working to bring the wonders of Wonderland into hundreds of stores across the country.
This sneak peek at an early design gives you a glimpse of what promises to be a fantastic reveal; including in-Mall profiling, statement windows, in-store takeover and a complete retail activation strategy.
Ian Mackley, our resident retail guru said: ‘It’s exciting to continue our journey with Alice by giving the public at large their first glimpse of this visually stunning film…’
The FIVE33 Group is a creative communications agency known for its groundbreaking International campaigns.
With a global business and enviable client base in entertainment, fashion, retail and sport, FIVE33 combine quality of thought with quality of execution, binding them together in new and unprecedented ways.
