Journey to Wonderland is a journey as magical as the destination. It’s a ride that transports passengers from the ground floor of Myer to a unique world above the clouds. Fly high above Sydney and pass through the clouds into a completely hand drawn land. With a blurring of the lines between the physical and the digital worlds, the journey begins on the ground floor on our launch pad and continues when people step out into the rocket ship terminus before beginning their adventure in Wonderland by Myer – a new retail destination for children to get them closer to the stories they love.

There is no retail entrance like it in the world. A permanent 360º audio and visual journey that changes with the seasons, and time of day giving people reasons to return once again.

This style of hand illustration, translated into a retail fit out had never been done before, so we created our own process. For every one of the individual drawings, we created a full scale drawing 1:1 in AutoCAD, briefed the illustrator on 1:10 replications so he could draw at A3, scan them in, the restitch to create an A1 document, which was supplied to the client for approval. Once each was approved or amended, we employed Finished Artist Illustrators to vectorise the sketches, create and clean them for print. These were translated into templates, cut out and used to create the finished product.

Sales: Childrenswear traded +8.2% on 2015 results for the same period, toys traded +15.2% on 2015 results for the same period.

Foot traffic As a whole, the store was 11% up, and level 6 was 52% up on 2015 results for the same period, meaning Level 6 outperformed the rest of the store by 470%.

Net Promoter Score (NPS) As a whole, the store rated 60 - 63% and level 6 rated 80 - 83%, meaning Level 6 outperformed the rest of the store by 130%.