16 October 2019
UNVEILING LANDMARK BY LEXUS — THE INAUGURAL PREMIER DESIGN PROJECT, EXCLUSIVE TO AUSTRALIA'S MELBOURNE CUP CARNIVAL
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.
The focal point of LANDMARK by Lexus will be the Australian-first prototype reveal of the new luxurious Lexus LC Convertible - a daring and highly sought-after vehicle of brave design, defined by a strikingly curvaceous, aerodynamic body and athletic proportions.
Greeting guests upon the arrival courtyard of LANDMARK by Lexus is the new Lexus RX Hybrid - the pioneer in luxury hybrid SUVs that has been reimagined through design, connectivity and technological upgrades.
The Lexus RX will be cocooned by a bamboo gate-like structure, designed by renowned Sydney-based architect, Koichi Takada. The 'gate' represents Lexus and Takada's shared Japanese values and notion of 'Torii' - a gate marking the entrance and transition from the ordinary to extraordinary.
Flowing into LANDMARK by Lexus, sustainable artist, Joost Bakker returns to work with Lexus, creating statement centrepieces throughout the three levels that use Australian natives and biodegradable products, including: eucalyptus, melaleuca, cypress and other foliage. These natives pay homage to the Australian landscape and lend themselves to the neutral colour and rich textural palette within the pavilion.
Anticipating guest needs, hospitality and cuisine remains a core focus at LANDMARK by Lexus. As guests ascend within LANDMARK by Lexus to the level three dining room, they will be greeted by Koichi Takada's all-encompassing ceiling installation of voluminous drapery, emulating Australia's famed paperback trees.
Complementary to the design of the largest ever-seated dining room within a Birdcage pavilion, the 90-seater level three restaurant will be directed by emerging Australian chefs, Matt Stone & Jo Barrett of hatted restaurant, Oakridge in Victoria's Yarra Valley.
Stone says, of the four-course menu that patrons can, "expect to see Australian native flavours coupled with the vibrancy of re-purposed spring produce that will give life to food that would otherwise be wasted".
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.
KEY DATES FOR MEDIA CONSIDERATION
- Thursday, October 31st - Media Preview Day
- Saturday, November 2nd - Derby Day
- Tuesday, November 5th - Cup Day
- Thursday, November 7th - Oaks Day
- Saturday, November 9th - Stakes Day
For more information, please contact:
Manager, Marketing Operations
M: +61 459 879 617
LANDMARK by Lexus external structure
LANDMARK by Lexus Level One Lexus LC convertible
LANDMARK by Lexus Level Two Deck Greenery
LANDMARK by Lexus Level Two interior
LANDMARK by Lexus Level Three Dining Room