We're off and racing with Lexus


Tink PR was excited to be working on the fifth Melbourne Cup Carnival with Lexus Australia. This year’s Lexus Design Pavilion presented three reimagined levels of style and sophistication, reflecting the striking angles of the all-new Lexus NX model. 

An extraordinary creative collaboration of world class standard; the Lexus Design Pavilion has become synonymous with each of the Lexus unique brand values. Unparalleled design and innovation, industry leading customer service and unexpected elements intended to excite.

Friends of Lexus including Melbourne creative practice, Mim Design Studio, sustainable designer, Joost Bakker, award-winning Head Chef of Attica, Ben Shewry, veteran restaurateur, Neil Perry and designer, Jamie Durie worked to capture and distil the modern luxury that is evident throughout both the NX model and Lexus brand.

Crisp, soft tones balanced the sleek metallic lines of the NX across intricate elements of the reimagined marquee. Upon entry, guests of Lexus enjoyed a dynamic space featuring food from Neil Perry’s Burger Project, while upstairs provided a contrasting and more refined sense of luxury, with Attica’s Ben Shewry presenting a capsule restaurant concept. With a reservation waiting list extending three months and steadfast reputation as one of Australia’s foremost culinary names, the restaurant was one of the most anticipated and sort after experiences within the entire Birdcage.

The Lexus Design Pavilion’s Sky Deck, combined an organic, natural installation utilising coppiced smoke bush tree courtesy of Joost, with flourishing landscape elements by Jamie Durie.

This years guests included Emma Freedman, Kate Waterhouse, Shaynna Blaze, Neale Whitaker, Margaret Zhang, Karl Stefanovic, Lisa Wilkinson, Gyton Grantley, the cast of the Real Housewives of Melbourne and more.