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.
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.
