lexus marquee spring racing

LEXUS: Melbourne Cup Carnival Marquee

Challenge

To create a luxurious environment for Lexus at Flemington that reflected their sophisticated brand presence and overcome the fact that their allocated spot in the Birdcage didn’t actually have a view of the racetrack.

Solution

Carrspace’s solution was to build Flemington’s first ever three-story marquee complete with its very own Sky Deck – a viewing platform from which you could see all the action on the racecourse and with every touch point reflecting the Lexus design ethos.

Literally setting Lexus above the rest of the Birdcage, the marquee proved to be incredibly popular with attendees, stole the mantle of best marquee from Emirates and earned significant media attention including “Best Gate Crasher in the Birdcage” by The Age.