• Chloe Gordon

Tumble Into the Rabbit Hole Of Hingston Studio's Identity For the V&A's Alice In Wonderland Exhibit



The story of the girl who tumbled down a rabbit hole into a whimsical world filled with a rabbit running late, a queen of hearts, and a pair so charmingly titled Tweedledum and Tweedledee is a tale loved by many.


First written in 1865 by beloved author Lewis Carroll, Alice's Adventures in Wonderland remains one of the most fantastical fantasy classics of our time. Not only is this a story for imaginative and creative children, but it's also a novel for adults to enjoy and question the defining factors of logic.


Because the tale is timeless and continues to be told from one generation to the next, it only makes sense that the V&A's immersive summer show is based on the capricious girl named Alice.

The independent creative studio known as Hingston Studio worked closely with the museum to develop the concept, art direction, and design, as well as onsite interventions for Alice: Curiouser and Curiouser that fully immerses viewers into the whimsical world.


The exhibit focuses on how the story has created 150 years of inspiration across fashion, film, theatre, music, and art in a new and wildly entertaining form.

While the Alice character featured in the identity for the exhibit is anonymous and ambiguous, the typography is boisterous, bold, and utterly recognizable. As a nod to the dynamic and eccentric storyline, the typography seen throughout is just that. The letterforms stretch, repeat, pinch, and flex splendidly.


Although the story of little 'ole Alice has been around for centuries, it's fascinating to see how the narrative can be refreshed and modernized in a way that still respects and acknowledges its source material.


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