Infusing Lexus' Japanese values of warmth and hospitality, with design inspirations taken from Australia's rich native landscape, luxury lifestyle brand Lexus is proud to unveil plans for Australia's premier design project over the course of the annual Melbourne Cup Carnival, LANDMARK by Lexus - formerly known as the Lexus Design Pavilion.
With the Japanese brand value, 'Omotenashi' (meaning to wholeheartedly look after and anticipate guests needs) guiding every touch point of the project, Lexus places the spirit of hospitality, warmth and an unwavering commitment to design and innovation at the heart of the concept.
Transporting guests into the world of Lexus, over the course of the week, a team of world-class collaborators come together to present a brave and immersive experience across a three-level structure that pays homage to all-things Australian, and culminates in the celebration of the Lexus Melbourne Cup - the race that stops the nation.
"We are dedicated to creating amazing experiences and memories for our customers, this creation of LANDMARK by Lexus is our pledge to progressive luxury where people can experience the Lexus lifestyle without getting behind the wheel of one of our cars. For us, LANDMARK by Lexus encapsulates this philosophy," said Lexus chief executive Scott Thompson.
Guests on level two can expect a casual culinary offering as they peer across the expansive balcony to the uninterrupted views of the sweeping track. Here, long-term Lexus Ambassador and renowned Australian chef, Neil Perry, will be on-site creating bento boxes using only premium produce, served in reusable wooden boxes that guests can take home.
First-time Lexus Melbourne Cup collaborators Eazy Peazy, will also work alongside the Lexus Ambassador to serve hot barbeque classics crafted from fresh seasonal ingredients using a Japanese hibachi grill, following a minimal food wastage concept.
Further unique moments will be presented on level one of the pavilion, from a slow bar experience by Byrdi bar to a concierge service upon guest arrival, men's and women's touch up bar by MECCA Cosmetica and personalised Race Books by Oroton.
"Each year, Lexus work with master craftsmen to bring to life our core Japanese philosophies of anticipation, thoughtfulness, and hospitality - the same philosophies present in all Lexus vehicles, including the new LC Convertible Prototype and new RX that will be showcased this year at LANDMARK by Lexus", said Lexus chief executive Scott Thompson.
"LANDMARK by Lexus is the epitome of the Lexus luxury lifestyle and we are thrilled to unveil our carefully crafted experience that will be truly unforgettable for our guests throughout Melbourne Cup Carnival.'
Exclusive to LANDMARK by Lexus throughout the carnival is the automotive brands influential cast of Ambassadors, including racing royalty Emma Freedman and Kate Waterhouse, two-time Melbourne Cup wining jockey Corey Brown, media personality and businesswoman Megan Gale, world-renowned chef Neil Perry, former NRL player Anthony Minichiello, and professional golfer, Dimitrios Papadatos.
Melbourne Cup Carnival Dates
- Saturday, November 2nd - Derby Day
- Tuesday, November 5th - Cup Day
- Thursday, November 7th - Oaks Day
- Saturday, November 9th - Stakes Day