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Lexus at the Races 2014 – Design, Gastronomy and Landscaping

With Melbourne Cup carnival just days away and equestrian fever gripping the nation, Lexus Australia has unveiled the latest iteration of its celebrated Design Pavilion. A team of creatives including Mim Design Studio have designed an elegant, luxurious space that pairs references to the aesthetics of Lexus’ new NX Model with the sumptuous glamour the Birdcage is renowned for.



BY

October 29th, 2014


“The opportunity for Mim Design to work in partnership with a company that prides themselves on crafting innovative design with a refined sense of perfectionism and luxury resonated strongly with our own studio ethos and style” say the designers at Mim Design Studio.

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“The interior and imagery needed to portray a direct alignment with the Lexus brand, product luxury and glamour of The Birdcage,” they add. “We introduced crisp, soft tones that offset the steep, metallic lines of the new Lexus NX. The integration of the graded colour reflects the collaboration of the NX, the floral ambience and flowing champagne at The Races.”

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The Lexus Design Pavilion was realised as a collaborative effort between Lexus Australia and creatives across a variety of fields; “One of our favourite aspects of this project has been the collaborations between so many talented creatives- including The Big Group, sustainable designer, Joost Bakker, award-winning Head Chef of Attica, Ben Shewry, veteran restaurateur, Neil Perry and landscape designer, Jamie Durie who have all worked collectively to capture the luxury and glamour of the Lexus Pavilion and the Spring Racing carnival excitement!” enthuse Mim Design Studio.

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Upon entry, guests of Lexus can expect a dynamic space featuring food from Neil Perry’s soon-to-launch Burger Project concept, while venturing upstairs will provide 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 is destined to be one of the most anticipated and special experiences within the entire Birdcage.

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For guests seeking a glimpse of the racing action, the Lexus Design Pavilion’s Sky Deck, combining an organic, natural installation utilising coppiced smoke bush tree courtesy of Joost, with flourishing landscape elements by Jamie Durie, is an enviable eyre. A geometric overhead canopy and gelato bar will provide welcome shade and respite from the spring heat.

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Lexus also continue their collaboration with Joost Bakker, whom the brand worked with in 2006. Joost’s work within the Pavilion will distil his own ethos that focuses on reimagining wasted materials, and sustainability. Materials will include coppiced deciduous smoke bush and recovered Aluminium cable suspensions.

Check out our coverage of previous Lexus Design pavilions here: 
indesignlive.com/articles/projects/japanese-waves-at-the-races
indesignlive.com/articles/projects/Excess-Marquees-the-Spot


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