Alice: Curiouser and Curiouser

The V&A's immersive exhibition Alice: Curiouser and Curiouser examines the evolution 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 creative employs a bold typographic approach that acts as a playful framework to host a mix of messaging. A nod to the story’s famed exploration of perspective and size, the typographic system is elastic in behaviour, expanding, shrinking and squeezing across any given format.