LANDMARKBY LEXUS
LANDMARK by Lexus returns to the Birdcage Enclosure at Flemington Racecourse, where in 2024, the focus is on innovation, inspiring change for the better.
Lexus and its artisan collaborators in culinary, design and lifestyle will showcase innovation throughout LANDMARK by Lexus, presenting the future of contemporary luxury where guests’ senses are fully ignited and luxury is even more personal.
Through its theme Future Catalyst 35, Lexus celebrates its 35-year history as a global disruptor and commitment to a future of zero tailpipe-emission vehicles, where freedoms with next-generation battery electric architecture promise highly emotive and expressive luxury design.
This year, Lexus enters its seventh year as Principal Partner of the Victoria Racing Club (VRC), with naming rights to the Lexus Melbourne Cup and marking its 22nd Carnival in partnership with the VRC—the iconic sporting and cultural event that stops a nation.
Lexus Australia Chief Executive John Pappas said the brand is honoured to be just the fourth naming rights sponsor in more than 160 years of running the world-famous two-mile race.
“The Lexus Melbourne Cup is a race for everyone. It is a celebration of what it means to be Australian, and to have the opportunity to showcase the refinement, elegance, and style of the Lexus brand to a national audience and beyond is a privilege.
“The Future Catalyst 35 theme encapsulates the Lexus approach to modern and future luxury, where innovation inspires positive change to make the world better for current and future generations.
“Our culinary, design and lifestyle collaborators will bring to life concepts integrating mindfulness and creativity in perfect harmony, while the Australian debut of the Lexus Future Zero-emission Catalyst (LF-ZC) concept vehicle provides a glimpse into the sleek look of future all-electric mobility.
“LANDMARK by Lexus will transcend to a new level of luxury this year, offering deeply considered guest experiences,” Mr. Pappas said.
Guests at LANDMARK by Lexus will experience the ultimate in Japanese omotenashi hospitality where their needs are anticipated in advance, along with uninterrupted views of the famous Flemington straight from the multi-level hospitality pavilion.
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Melbourne-based interior designer Brahman Perera will introduce bold design forms to LANDMARK by Lexus. Known for balancing the timeless design with cutting-edge trends, Brahman reimagines the interiors of LANDMARK by Lexus with contemporary flair.
“My collaboration with Lexus involves bringing to life an overall creative vision, leading the direction to establish a platform that guides other contributors as well as designing and configuring the space in a way that is reflective of Lexus refinement, my practice and the Melbourne Cup Carnival,” Brahman Perera said.
“Parlaying the core values of Lexus is one of the most important considerations for me to create an immersive and unique experience for guests across three levels,” Perera said.
Present throughout LANDMARK by Lexus is an exceptional floral experience by innovative floral artist Bryce Heyworth, otherwise known as September Studio. Renowned for his unique floral designs, Bryce’s savvy social media catapulted him to one of Australia's most followed floral artists. His work is rich in innovation, and he promises to inject texture, colour, form and energy in his expression of modern luxury through floral creations.
At the helm of this year’s culinary offering is Australian chef and Friend of Lexus, Charlie Carrington. On level one, in an all-white fine dining space, Charlie will harness his intrepid adventures from his hatted restaurant Atlas Dining and take guests on a culinary journey to ‘Future Zero’, inspired by the Lexus commitment to zero-tailpipe emission electric vehicles, and desire to make each journey more amazing than the last.
"I'm honoured to be part of LANDMARK by Lexus this year and want to offer guests a truly unforgettable culinary experience. With Future Catalyst 35 as our inspiration, we take a forward-focused approach and create tasty and flavoursome dishes, with subtle and challenging complements to excite, delight and transport guests to a sensory culinary destination they haven’t imagined before”, Carrington said.
Post lunch, guests can freshen up in the luxurious Lexus beauty bar before ascending to level two to enjoy an array of entertainment, indoor and outdoor cutting-edge cocktail bars and an expansive outdoor deck overlooking the track.
Level three provides a lounging experience designed for conversation and indulgence. Cult tart creator Gareth Witton of Tarts Anon will prepare iconic, yet innovative pastries presented with elements of theatre for an elevated experience.
“Like Lexus, we have a strong desire to be progressive and innovative. As we head into the warmer months, we can celebrate summery flavours and native Australian ingredients and evoke a sense of occasion again. Spring is the perfect time to do that, and we will be offering showstopper pieces that mirror that sense of occasion that LANDMARK by Lexus delivers,” Gareth Whitton said.
The top floor also features an incredible six-metre Cicchetti Bar, offering guests a sumptuous array of Italian petite bites, as well as ethical and sustainable coffee by Melbourne’s St Remio. Returning to LANDMARK by Lexus to offer ‘Crafted’, its bespoke coffee blend created exclusively for Lexus, this year St Remio will create specialty beverages to keep racegoers caffeinated and hydrated, including a cold brew and tonic, and a whipped iced coffee.
Before guests experience the sensory innovations from our team of artisan collaborators, they will be captivated by the stunning LF-ZC concept vehicle at LANDMARK by Lexus. Flown exclusively from Lexus headquarters in Japan for the Melbourne Cup Carnival, this concept model exemplifies the catalyst for new experiences in the electric age.
The sharp lines, low body and confluence of curves and angles point to the bold and emotive styling customers can expect with next-generation battery-electric vehicle (BEV) architecture. With advanced operating software, the LF-ZC concept vehicle will make luxury mobility more personal than ever, epitomising the Lexus promise to craft cars that enrich the lives of customers.
Exclusive to LANDMARK by Lexus throughout the Melbourne Cup Carnival are Lexus Ambassadors, TV personality Melissa Leong, racing royalty Kate Waterhouse, Emma Freedman, and Danny and Nina O’Brien, as well as two-time Melbourne Cup winning jockey Corey Brown, former Rugby Union star player John Eales and former NRL star Anthony Minichiello.
