Lets Break It Down:
The Melbourne Cup
660 guests over 3 days
The Design Depot
Lexus is a corporate brand that has always been prepared to be brave. We have had a great friendship for well over a decade, traveling the breadth of Australia, Japan, and most recently Milan. It’s been a fun ride.
We’ve learnt a lot of from Lexus over the years, particularly through their absolute adherence to the Japanese art of 'Otonashi' - in a hospitality sense, this means treating a guest as you would in your own home. It's a simple and beautiful principle that we’ve extended into our Big Group culture.
Lexus started their journey with us at Melbourne Cup in the early 2000s. We were young and free, we sort of knew what we were doing, but it was the old world before social media, event ROI and global strategies - so to be honest it was a party in carpark.
Now days, the event has clearly aligned goals matched to the core Lexus values and aspirations. Through all these changes The Big Group, via Lexus, have had the opportunity to creatively project manage a hospitality design Pavilion collaborating with the very best minds from the worlds of design, interiors, floral art, culinary and fashion.
The images below represent 'Journey of the Senses' an immersive experiential space that began with a signature scent custom designed for all the Lexus vehicles, which delivered guests to the Melbourne Cup.
The exterior of the Pavilion was incredible, hundreds of metres of wire wrapped for months by sustainability warrior Joost Baaker. Mim Design, curated the interiors with subtle use of colours and textures to create a beautiful palate. Joost’s signature use of tulips added a floral element to the ceiling from his heritage farm.
Hostess dressed in bespoke millinery greeted guests upon arrival. Food is such as important part of a day at the races and three points of catering different styles were offered - Dan Hong supplied a cool dumpling bar downstairs, general Spring canapés by TBG throughout and in collaboration with Ben Shewry a mini Attica where guests could book in dine and experience the culinary wonders of one the worlds best chefs.
A bevy of brands, all bought together by a brave brand that considers theirs guests the hero of the day – we loved it.