V&A Alice
Curiouser and Curiouser

As museums, galleries and cultural institutions have begun to open their doors and welcome back visitors, we are excited to unveil our visual identity and campaign for the V&A’s immersive summer show; Alice: Curiouser and Curiouser…

The exhibition examines the transcendence of the Alice character, throughout the last 150 years across fashion, film, theatre, music, literature and art. With a multi-layered story to tell, the campaign employs a bold typographic approach, that acts as a playful framework to host a mix of messaging, which will be evolved and embellished over the duration of the show.

Working closely with the museum, the concept, art direction, design and onsite super graphics have all been created by Hingston, resulting in a visual language which is expansive in its narrative.

A contemporary take on the vernacular of vintage Circus posters, the campaign messaging, also conceived by HS, plays with a repeated call to action as its lead voice, “Step Into Wonderland!”, “See the Amazing…”, ‘Don’t be Late!”.

In a nod to the story’s famed exploration of perspective and size, the responsive typographic system is almost elastic in behaviour, allowing the campaign to perform in a dynamic way in digital environments. Letterforms themselves have an inherent stretch, flex and elasticity – shrinking, squeezing and expanding into any given space – or indeed, format.

Featuring individual characters from this famous story, was of course essential. Imagining an identifiable yet anonymous Alice, our heroine was shot as live action, then animated with a stop frame aesthetic, creating an intentional juxtaposition to the typographic backdrop. Our characters – Rabbit, Caterpillar – were designed especially for the campaign. We collaborated with puppet makers, Jonny & Will to help create ‘real’ characters – defining the personality of each – their facial expressions, body proportions and so on. These were first realised as a mixture of drawings and clay maquettes. HS then took this character development and re-modelled in CG, to create 3D rigged avatars that could be moved and manipulated in any we see fit.

Campaign / Art Direction / Print / Design / Typography / Animation / Signage


Design and Art Direction: Hingston Studio
Puppet makers: Jonny & Will
3D Modelling and Animation: Hingston Studio
Live Action Producer: Rob Jelley
DoP: Clouded Vision
Styling: Arabella Boyce
Hair & Make Up: Dorita Nissen