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Cuddle Creative Works celebrates launch of Wonderland Awaits interactive trail

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Cuddle Creative Works - LeedsBID - Wonderland Awaits

Cuddle Creative Works, a leading production agency and division of Scruffy Dog Creative Group, is celebrating the launch of Wonderland Awaits.

The large-scale public activation in Leeds, UK, continues through 31 August and is a commission for LeedsBID. In a reimagining of Lewis Carroll’s fantastical worlds, the installation invites visitors to explore a walkable, city-wide trail of fun, theatrical experiences.

Bringing the unexpected to the everyday

With Wonderland Awaits, Leeds city centre has become a free, family-centred experience featuring enormous characters, immersive public art, and interactive installations. The trail is wholly designed and manufactured by Cuddle Creative Works and aims to encourage exploration, curiosity and community engagement.

Moments of surprise and storytelling offer an unexpected experience in familiar spaces. Visitors can explore a walk-through rabbit hole, join the Mad Hatter’s tea party, meet the Cheshire Cat, and encounter a ginormous Jabberwocky.

Dan Leroy, business manager at Cuddle Creative Works, says: “Our brief was to lift Carroll’s most iconic scenes off the page and reimagine them in the heart of Leeds. It’s always a pleasure to bring a story to life in public spaces, and this one has been a dream. Seeing people interact with Wonderland in real time is a true reward for the team.”

The trail, which illustrates Cuddle’s approach to immersive visual storytelling, features live performances and a puzzle-based competition at key locations such as Trinity Leeds, Victoria Leeds, the Royal Armouries, and the Leeds Corn Exchange.

Cuddle Creative Works’ portfolio includes fabrication for clients including Netflix, Lego, Adidas, and Sky. Its contribution to Wonderland Awaits reflects the company’s ongoing dedication to transforming public spaces into bold, imaginative experiences that engage communities and enhance brand narratives.

Recently, SDCG completed the fabrication of a major themed entertainment package for Six Flags Qiddiya City, a flagship theme park in Saudi Arabia’s Vision 2030 initiative. 

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Rebecca Hardy blooloop

Rebecca Hardy

Rebecca Hardy has over 10 years' experience in the culture and heritage sector. She studied Fine Art at university and has written for a broad range of creative organisations including artists, galleries, and retailers. When she's not writing, she spends her time getting lost in the woods and making mud pies with her young son.

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