The theme of 2021 International Museum Day was “The Future of Museums: Recover and Reimagine”. To echo with it and to engage with Chinese audience who could not make physical visit to V&A museum, we suggested the client to launch a campaign via Chinese social media jointly with its partner HTC Vive Arts.

“Curious Alice invites audiences to tumble down the rabbit hole and embark on a mind-bending trip into Wonderland through the playful dimension of virtual reality (VR). This new VR experience is the result of an innovative partnership between the V&A and HTC Vive Arts, produced by immersive games studio PRELOADED and featuring original artworks by Icelandic illustrator Kristjana S Williams. The experience presents a fully immersive, interactive re-imagining of Wonderland, celebrating one of the most iconic and inspiring stories of all time – the subject of the V&A’s major 2021 exhibition Alice: Curiouser and Curiouser.”

We called out for participants to experience Curious Alice VR at HTC VIVE Lab in Beijing, Shanghai and Shenzhen. Within 24 hours, 138 people signed up the event, 50% of them visited the V&A in the UK previously. During the day, 15 participants attended the event, simultaneously involved with “Alice” exhibition along with its opening in London.