MUCH like the book which inspired its theme, Saturday's Griffith Regional Theatre launch was full of whimsy, intrigue and enigma.
There was the maniacal Mad Hatter, the Queen of Hearts and, of course, Alice herself and that was just in the foyer.
The real wonderland was inside the theatre; giant tea-cups dangled from the roof, bubbles and smoke danced in the air, the walls morphed into forests and a tea-party played out on stage in front of a giant screen beaming a 1915 silent version of Alice in Wonderland.
"Theatre is all about creativity and celebration and the team did an exceptional job in making the atmosphere magical," new theatre manager Sarah Boon said.
"A lot of heart and soul went into the launch and it was worth it."
Ms Boon unveiled the 2013 season to about 200 theatre-lovers at the launch, also unveiling her vision to make the facility more "family friendly".
"We want to break down those barriers and make it more accessible to people, especially families," she said.
"Part of that is the type of shows we attract but also the timing of shows; we'd like to have more on weekend afternoons."
Among the main attractions for 2013 are the Melbourne International Comedy Festival Roadshow, a Tom Burlinson tribute to Frank Sinatra and a musical journey through the work of Andre Rieu.
The event also marked the season launch for the Griffith art gallery, which this year celebrates its 30th birthday.