But the project has turned into a plus for Baseline as well, the studio winning a coveted silver medal in the Melbourne Advertising and Design Club (MADC) and first prize in the retail design category at the IDEA Awards 2005.

Baseline created the three dimensional, sensory rich experiential showroom to physically incorporate Colour Graphic’s products into the contemporary retail interpretation of the Alice in Wonderland tale.

According to Baseline creative director Betül Madakbas, the Wonderland showroom allows customers of Colour Graphic to actually experience the products and expertise of the company in both a subliminal and practical sense.

“Visitors to Colour Graphic’s showroom live and breathe the products in a three dimensional, tactile setting rather than having to flip through the usual product sample booklet,” says Madakbas.

“We have created a fantastical experiential world comprising Colour Graphic’s products.”

Colour Graphic general manager Ian Hayes, says that the showroom not only informed people about Colour Graphic and its capabilities, it actually provided inspiration for clients and generated new ideas on how they could communicate creatively with people in their own businesses.

“Our brief to Baseline was to create something that was memorable, creative and increased product recall – they have certainly achieved that and more,” he says.

Baseline is a graphic design and branding studio that specialises in creating lasting impressions for clients who want to differentiate their businesses in the marketplace.

Colour Graphic, which was established in 1966, is a high-end graphic solutions company that prints images in virtually any size on any material, such as the fully-imaged trams and buses seen in each of Australia’s capital cities.

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