In 2010 Alice Cicolini worked with Wieden + Kennedy India to develop the strategy and first year programme for their Delhi gallery W+K Exp. Central to the concept was W+K's belief that "art shouldn’t have to be ‘arty’ and that culture is not something that should be put on a pedestal and worshipped," to create an experience that connected to wider audience, stripped of "art-speak".
The work that the gallery chose to show reflected an India that wascomfortable in its own skin. Campaigns combined regional flair, values and tastes with global aesthetics and pop culture. Shows that Alice curated included; “Butterflies, Birds & Spray Cans”, a solo show of work by British graffiti artist Xenz; “Typographica / 50 Years of Seminar,” a juxtaposing Kemistry Gallery's show on the iconic graphic design magazine with selected covers from 50 years of typography-led Indian magazine Seminar; and “Dog Father, Fox Mother, Their Daughter & Other Stories”, the first exhibitions in India to showcase a traditional Indian practice within a modern gallery environment.