Alice In The Wonder Room
In the run up to the launch of Disney’s Alice in Wonderland, February 2010 saw Selfridges open their ‘Alice in the Wonder Room’ concept store just in time for London Fashion Week.
An exploration of all things Alice, the project was live for a month, transforming the iconic Oxford Street store in the heart of London.
Bringing all the experience and expertise found during our time in Wonderland, FIVE33 worked closely with the Selfridges team to create and deliver five standout windows. We blended some of the most exciting visual elements and original props from Tim Burton’s Wonderland, mixed with some of Selfridges’ well-known style and eccentricity.
Johnny Depp’s Mad Hatter costume, designed by Academy Award winning designer Colleen Atwood, took centre stage… standing atop a beautifully detailed tea party that spanned 4 windows.
The fifth window saw Alice standing in front of the Gates to Wonderland itself… perhaps she was waiting for Tweedle Dee and Tweedle Dum to show her the way!
The windows acted as a visual siren to the exclusive Alice-inspired ranges available in-store, including exclusive jewellery by Stella McCartney.
Watch the video on Youtube
