Lexus still hoping to host some guests trackside as it unveils online Birdcage experience
There’s still no certainty as to whether crowds will be trackside for the Melbourne Cup this year, but punters will still be able to experience the glitz and glamour of the Birdcage from home.
Lifestyle
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Lexus will today reveal the theme for the Melbourne Cup Carnival as speculation continues over whether any spectators will be able to be trackside at Flemington for the iconic event.
This year’s theme, “Senses Electrified”, aims to entice Australians to create their own Birdcage experience at home by igniting their senses through iconic artisan influences across food, fashion, florals, design and music.
Lexus Australia CEO Scott Thompson says each of the senses – taste, sight, scent, touch and sound – will be covered off in exciting and electrifying ways, creating inspirational touch points for people’s own Cup Day celebrations.
“This year Lexus will be using innovative ways to connect with Australians in response to the unique challenges faced in 2020. Lexus Australia is proud to have adapted, which is inspired by our future vision and our ongoing commitment to deliver amazing experiences,” he says.
“We have partnered with leading Australian talent to create a Spring Racing experience that, like our electric future, electrifies the senses – from the comfort of your home. The Lexus Lifestyle Hub will allow people from all across the country to immerse themselves in the spirit of the occasion from home.”
The Lexus Lifestyle Hub will open virtual doors to typically exclusive insights, interviews and experiences from Australia’s most respected and celebrated names.
Lexus has curated a bespoke group of Lexus Sensory Masters to deliver at-home experiences including Melbourne designer Toni Maticevski, renowned chef Josh Niland, Founder of Grandiflora florist Saskia Havekes, Award-winning interior designer Miriam Fanning of Mim Design and Electronic music production duo Flight Facilities.
Victoria Racing CEO Neil Wilson says the club is delighted to support Lexus’ creative initiatives this year.
“The VRC, together with our Principal Partner Lexus, are proud to be adapting to the climate in 2020 and look forward to encouraging Australians to create their own Birdcage festivities at home. Together we are committed to offering new and exciting off course experiences to ensure all Australian’s can safely celebrate this year’s Melbourne Cup Carnival.”
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