MELBOURNE CUP CARNIVAL
Australia's premier racing event
In an association now in its 13th year, Lexus was proud to once again be a part of the Melbourne Cup Carnival, Australia's most prestigious horse racing event. Internationally renowned, the world's finest trainers and thoroughbreds came together in Melbourne to compete in the truly memorable event.
As ever, the Melbourne Cup Carnival was also the social event of the season, where local and international racegoers and celebrities enjoyed the vibrant atmosphere at Flemington Racecourse, as they celebrated the best in sport, fashion, design and entertainment.
As official partner and exclusive vehicle sponsor to the Victorian Racing Club, Lexus owners were featured in the Melbourne Cup Parade in the lead-up to the most celebrated Australian race day in the calendar.
Lexus Design Pavilion 2015
The Lexus Design Pavilion, in the exclusive Birdcage at Melbourne Cup Carnival, was the pinnacle of style and sophistication, and a manifestation of Lexus' passion for exquisite design. World-class collaborators came together and pushed the boundaries across architecture, cuisine and experience to create a truly magical escape for guests during the racing celebration.
In 2015, the theme was inspired by Lexus' presentation at Milan Design Week, Journey of the Senses. Mim Design Studio returned to helm the project, with the Lexus Design Pavilion enjoying the distinction of being the only architecturally designed marquee within the Birdcage.
Joost Bakker, whose hanging rose garden in repurposed light bulb fixtures garnered much attention in 2014, was back to create a bird nest within the Birdcage. The Pavilion was dramatically encased in recycled wire roots that twisted and wrapped around the exterior.
Installation artist Georgie Seccull, meanwhile, created a roaming wall of paper butterflies, and guests received a special glimpse of the all-new Lexus New Generation RX in a sculptural installation created by the local Product Design team lead by Nicholas Hogios, Chief Designer.
Exceptionally crafted cuisine was also on offer in the Lexus Design Pavilion. Downstairs, newly appointed Lexus Ambassador Dan Hong presented a series of dishes exploding with flavour over an interactive set-up on level 1. Upstairs on level 2, world-celebrated chef and Lexus Ambassador Ben Shewry returned with his extraordinary Attica restaurant concept.
Sean Hanley, Chief Executive of Lexus Australia, summed up the success of the Lexus Design Pavilion, "The brand DNA of Lexus is rooted in not only a commitment to excellence in luxury automotive manufacturing, but also the spirit of hospitality. Where else in the Birdcage can you sit down for lunch at Attica? Step into a bird's nest built by Joost Bakker or envelop yourself in three levels of architecturally designed tranquillity by Mim Design Studio? It's an incredible and world-class project - and a very exciting time for us with the launch of the all new Lexus RX."
Lexus Design Pavilion