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Design on the field at the Melbourne Cup Carnival

Design on the field at the Melbourne Cup Carnival


Written by Emily Taliangis. Above image: a first look at David Bromley’s marquee for Wolf Blass.

The display of marquees in the exclusive birdcage enclosure at this year’s Melbourne Cup Carnival is sure to be the most impressive yet.

The G.H. Mumm Cote D’Azur marquee will transform into a Cannes-inspired nightclub in the evening, while the Swisse garden marquee boasts a paleo inspired menu, and will offer guests a liver detoxing shot each afternoon. James Boag’s House of Boags is set to celebrate sporting legends with a historic display, and Tabcorp’s marquee will showcase a chocolate Melbourne Cup made by famous pastry chef Deniz Karaca. The Myer marquee will be inspired by the department stores new branding: find wonderful. Wonderful it will be!

The Lexus Design Pavilion will return in an exhilarating coup of innovation and brave design. Inspired by Lexus’ presentation at Milan Design Week, Journey of the Senses, Lexus guests are set to enjoy the ultimate luxury experience through custom created soundscapes, scents, striking visual aspects and taste. Picture three-levels of architecturally designed delight by Mim Design Studio, lunch at Attica by Ben Shewry, and an interactive pop-up by Dan Hong. Lexus’ design philosophy builds on the concept of “growth into fruition”.

“Flemington calls for taking risks, and being brave. We have set out to create all-encompassing visual experience that will transport Lexus guests beyond the racetrack, into a world of state-of-the-art design. It’s hard to believe the pavilion is a temporary structure,” says director at Mim Design Studio, Miriam Fanning.


Mim Design Studio’s highly-acclaimed Lexus Design Pavilion in 2014.


While Bromley’s most familiar works are his Children Series and Birds and Butterflies Series, this collaboration with Wolf Blass will see him return to his early artist roots, showcasing a rare and highly sought-after painting that is part of his coveted Horse Series. The five-metre long painting is valued at over $65 thousand, and will be displayed inside the 2015 Wolf Blass marquee.

The artist’s horse paintings have been screen-printed to produce a remarkable sequence of regal horses that will cover the external walls of the marquee; a stunning feat that required the help of more than 20 Bromley & Co staff.

Alongside Bromley’s iconic horse painting, the marquee’s interior will feature furnishings especially handpicked by Bromley, including ornate red lounges sourced from France, an original Murano glass chandelier supplied by the oldest Venetian glass-blowing family in the world, and hand-crafted vases from acclaimed Australian potter Michael Pugh.

“I know guests will enjoy the beautiful space we’ve created that really showcases the essence of both Wolf Blass wines and Bromley – classic and timeless, with a modern twist and a touch of playfulness thrown in,” he says.

Though all marquees will be breathtaking, Bromley’s horse design for Wolf Blass winery, and Mim Design Studio’s stunning architectural concept for Lexus are sure to be winners in the design race stakes.

Stay tuned for our interview with Mim Design Studio about their stellar Lexus Design Pavilion next week on ADR.


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