Sheridan&Co designs a Wonderland for Urban Decay
Retail design consultancy Sheridan&Co has created an Alice in Wonderland-themed in-store promotional campaign for cosmetics brand Urban Decay.
The work, which is running exclusively in Debenhams, is to promote Urban Decay’s limited edition Alice in Wonderland eyeshadow palette created as a homage to Tim Burton’s film. Urban Decay has produced the Book of Shadows in conjunction with Disney.
The promotional campaign created by Leicester-based Sheridan&Co consists of various elements including a countertop which is used in all of the Urban Decay sites. Alice-themed graphics are applied onto the existing retail sites and a window display will appear in seven of the nine Debenhams stores that carry the campaign.
Urban Decay’s packaging features a pop-up scene of Alice’s journey through the mushroom forest which is at the heart of Sheridan&Co’s design. The countertop showcases the product nestled in artificial grass surrounded by more mushrooms. The grass is used again in the centre of the consultation area to tie the theme into the existing retail furniture.
The window display echoes the packaging, playing on the theme of scale showing cut-outs of a life-sized Alice lost among mushrooms as big as trees. The floor is grass and to the front is a black podium with gold graphics displaying the product.
The agency has also created secondary promotional areas for the product in Debenhams Westfield London and W1. The back wall features Alice graphics and model photography used through out the campaign and the area is defined by an area of Astroturf . Three consultation tables draped in fabric in Urban Decay’s signature purple are dressed with giant teacups are reminiscent of the mad hatters tea party.
Sheridan&Co has worked with Urban Decay for 10 years designing all the brand's areas within shops.