Selfridges, Oxford Street, London. Quintessentially British and home to ‘The Wonder Room’. What better location for an Alice in Wonderland Concept store?
Launched during London Fashion week FIVE33 worked closely with the Selfridges visual teams to create 5 beautiful Alice windows. Mixing the worlds of Selfridges and Tim Burton’s reimagining of the classic story was no mean feat but the finished windows really brought both elements of the collaboration to life.
The tea party continued with a Fashion Week party in conjunction with Alice Temperly’s new diffusion line ‘Alice’ which was attended by a modern day mad hatter, Slash from Guns n Roses! Some of us were more excited by this than others!
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It seems that some of our work has found itself centre stage in Printemps!
Busy checking out the video post of Alice in Wonderland at Selfridges on YouTube last week, we also had a look at a video of the lovely work that Disney did with the French Department Store.
We were all wishing that we could have indulged in a Ladurée Macaroon or two at their pop up café when what should appear but our very own Book in Book!
A book so chic that it had its own display case in Paris! A perfect end to our Alice in Wonderland story.
Arriving in a blizzard was not how we had imagined the start of our trip to NYC, but, as the city (and specifically central park) had been turned into a winter wonderland we thought it only fair to bring Alice’s Wonderland to one of the city’s best loved stores – Bloomingdales.
Six display cases, each containing an element of Alice’s journey through Wonderland using graphics, models and original props, were displayed on the shop floor.
Our personal favourite was the tea party with original teapot suspended in mid air while pouring tea!
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!
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…’
About
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.
