Cuddle Creative Works has unveiled its latest large-scale creative production in Leeds city centre with Wonderland Awaits, a city-wide public trail inspired by the surreal world of Lewis Carroll. Commissioned by LeedsBID, the activation reimagines classic literary scenes as immersive, walkable moments of wonder and interactivity, blending theatrical scale with public accessibility.
Running until 31 August 2025, Wonderland Awaits features a series of free-to-access installations and character-driven experiences, inviting visitors to engage with oversized sculptures, walkthrough environments, and live performances. From a Mad Hatter’s tea party to a towering Jabberwocky, each element has been conceived and fabricated by Cuddle’s in-house team, showcasing the agency’s end-to-end capabilities in immersive design and placemaking.
Spanning key cultural and commercial locations including Trinity Leeds, Victoria Leeds, the Royal Armouries, and the Leeds Corn Exchange—the project aims to activate footfall across the city centre while enhancing public space through temporary but high-impact storytelling.
“Our brief was to lift Carroll’s most iconic scenes off the page and reimagine them in the heart of Leeds,” said Dan Leroy, Business Manager at Cuddle Creative Works. “Seeing people interact with Wonderland in real time is a true reward for the team.”
Beyond static displays, the activation integrates live performance, a city-wide puzzle challenge, and interactive touchpoints, all underpinned by Cuddle’s trademark approach to visual storytelling and production design. It reflects a broader movement within destination development toward immersive, narrative-led experiences in open public environments, particularly those designed to drive engagement across diverse audiences.
Known for their fabrication and experiential work with brands such as Netflix, LEGO, Adidas, and Sky, Cuddle Creative Works brings a high level of theatricality, finish, and spatial intelligence to the project, demonstrating how experiential techniques typically reserved for branded environments and film launches can be adapted for community-facing, place-led interventions.
As cities increasingly look for creative ways to attract visitors, energise public spaces, and drive cultural value through activation, Wonderland Awaits positions Cuddle as a leader in delivering narrative-rich experiences at scale, with both commercial and civic impact.
To learn more about Cuddle Creative Works and its recent projects, visit www.cuddlecreativeworks.com.
