Sydney Victorian mall promotes coming shopping season

Sydney’s only remaining Victorian shopping mall, The Strand Arcade, has borrowed from the fantasy world Lewis Carroll’s Through the Looking Glass as inspiration for a print campaign for the Autumn/winter shopping season.

Created by PDC Creative, the campaign seeks to position The Strand Arcade as the home of Australian fashion.

The campaign marks a return to Lewis Carroll references for the shoipping mall, but this time his most famous character, Alice, has been transposed into the modern world.

“The twist is that Alice has come back through the looking glass, so the idea of the set was that she had left the room and this is 100 years later when she returns,” explained Caroline Poiner, creative director at PDC Creative.

Credits:

• Creative director: Caroline Poiner, PDC Creative
• Photographer: James Pipino, DLM
• Stylist: Vass Arvanitis, Vivien’s Creative Management
• Hair & make-up: Sarah Laidlaw, DLM
• Model: Tiah Eckhardt, Vivien’s Creative Management
• Copywriter: Jackie Shaw