Urban Decay – Alice in Wonderland
In collaboration with Disney and the new Alice through the Looking Glass film, Urban Decay launched a palette and range of 5 lipsticks.
A UK-wide Urban Decay pop-up tying in with Disney’s Alice Through the Looking Glass, rolled out across Selfridges, Debenhams and House of Fraser.
The Client Challenge
L’Oréal Luxe needed Urban Decay’s Alice tie-in to feel genuinely immersive rather than a standard cosmetics counter, with a real consultation area built in at every site regardless of available space.
Edge Retail’s Integrated Solution
We built each site around twin gold ornate mirror-arch structures framing a black-and-white checkerboard panel and campaign poster, with mushroom-shaped stools for consultations set into a grass-effect floor scattered with giant toadstool and 3D butterfly props. For larger sites, we built a 2.4m “looking glass” frame with concealed metal supports so customers could safely step “through the looking glass” themselves, alongside a distorted clock display with a spinning top. The eyeshadow palette at the centre of the launch carried the theme through to the product itself, with shades named Looking Glass, Lily, Time, Gone Mad, Bandersnatch, Dormouse, Kingdom, Chronosphere, Cake and Royal Flush.
Impact and Results
The tie-in rolled out across Selfridges, Debenhams and House of Fraser nationwide, each site bespoke to its own footprint but instantly recognisable as the same Wonderland world.
