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THE ALICE LOOK, V&A MUSEUM OF CHILDHOOD
The head of exhibitions at the V&A Museum of Childhood described our design for 'The Alice Look' as a 'visual feast’. We lost ourselves in the garments, photographs, rare editions and illustrations which portrayed how Alice in Wonderland has both followed and influenced fashion over the decades and how her look has been re-invented throughout the years. How could we not be inspired?

We decided the iconic patterned floor of the Museum had to be influential and integral to our environmental design. We applied a strong graphic interpretation and mirrored Alice’s striped stockings, layered smocking, T bar shoes and full-skirted dress. An unafraid approach, geometrically simple, super modern and gave the space a graphical visual whirl. 

A 9m pattern-cutting table was used as a visual means of which to complement to the 'making of garments’ story. Cleverly, it also clad the showcases, which punched through the ply and gave the objects a sense of place, as if they had been positioned there as part of the daily inspiration and ingenuity of the celebrated designers, stylists and photographers. The oversized legs that carried the exhibition title was a playful nod to Alice’s penchant to grow, and our illustration style felt like a stylised fashion drawing.
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The Alice Look

The Alice Look

The Alice Look

The Alice Look

The Alice Look

The Alice Look

The Alice Look

The Alice Look

The Alice Look

The Alice Look

The Alice Look

The Alice Look