The Birdcage Enclosure rises at Flemington

Each spring, a magical mini metropolis is erected with VRC partners including Lexus, Penfolds, TAB, Furphy, G.H. Mumm, Crown Melbourne and new free to air Melbourne Cup Carnival broadcaster Channel 9 among the businesses creating remarkable bespoke buildings offering unparalleled levels of design, sophistication, catering and entertainment, which have become a hallmark of Cup Week.

This year’s theme “Rendezvous” will transport members and guests to an innovative and glamourous landscape, a multi-layered universe featuring marquees, bars, gardens and other happenings set to provide the perfect place to come together and celebrate Cup Week.

Principal Partner Lexus will once again take prime position within the Birdcage Enclosure with LANDMARK by Lexus, a luxury three-level pavilion with uninterrupted views of the famed Flemington Racecourse straight, showcasing the best from the fields of culinary, design, and entertainment underpinned by Japanese omotenashi hospitality where guests’ needs are anticipated in advance.

Lexus Australia Chief Executive John Pappas said the luxury brand is once again delighted to lead the way in the exclusive precinct in 2024.

“Lexus is renowned for its innovation, style and elegance, and this will be showcased throughout LANDMARK by Lexus with guests enjoying amazing experiences,” Mr Pappas said.

“Our culinary, design and lifestyle collaborators are artisans in their fields. Together, they will bring the distinctive luxury of Lexus to life and showcase their boundless flair with imaginative and engaging concepts.

“We will also share the Lexus vision for the future at LANDMARK by Lexus where imagination inspires positive change for the benefit of current and future generations.”

The VRC’s new broadcast partner, Channel 9, will join the Birdcage Enclosure for the first time with a design that pays homage to the iconic Nine dots.

The VRC’s own Birdbath Bar returns as the ultimate rendezvous point in The Birdcage Enclosure with a lush new garden setting, ample unreserved seating, live entertainment and a luxurious food experience by industry leaders The Big Group including a Pomme Friteur Bar, their take on the best Provençale toastie, roast duck l'Orange rice paper rolls and signature alcoholic and non-alcoholic beverages by Melbourne’s best mixologists.

The ultimate party in the heart of The Birdcage, Lucky’s also returns with a glamourous new lounge bar and chop house, a reinterpreted homage to the classic Hong-Kong-style BBQ chop-shops from yesteryear serving up piping hot BBQ and dim-sum by culinary experts Food & Desire.

In the beauty stakes, Melbourne’s own Runway Room joins The Birdcage Enclosure for the first time this year with The Pamper Lounge by Runway Room.

Runway Room was founded by makeup artist of more than 25 years Alex Fevola, inspired by her desire to create uncomplicated, ageless beauty.

With over 10 years of experience providing hair and makeup services across major events, Mrs Fevola said the new partnership was the perfect fit.

“The Melbourne Cup Carnival is all about looking and feeling your best to enjoy a fabulous day at Flemington, so we’re delighted to play a part in that,” Mrs Fevola said.

“From express lashes and hair to make up touch ups, our team will be on hand to make sure everyone can experience the signature Runway Room glow.”

Runway Room will also activate in The Chairman’s Club, The Atrium and be an event partner for the annual VRC Crown Oaks Club Lunch.

The Birdcage Enclosure Main Stage will again play host to some of the hottest musical acts throughout Cup Week including some special surprise performances, ensuring the party continues long after the action concludes on track. 

VRC Executive General Manager Experience and Events Luke Kinniburgh said the new look Birdcage Enclosure will transform Australia’s most prestigious member and corporate hospitality experience yet again.

“The ritual of rendezvous is part of the Melbourne Cup Carnival’s DNA, and The Birdcage Enclosure is a place like no other to do it,” Mr Kinniburgh said.

“It has long epitomised the glamour and elegance of the Melbourne Cup Carnival and the VRC are thrilled to be working with our new and long-standing partners and industry leaders to create something truly exceptional for VRC members and guests in 2024.

“And as always, sustainability is a strong focus, and we are pleased to once again join with Cirka and Superyard to repurpose Birdcage Enclosure materials for community use at the end of the Melbourne Cup Carnival.”

The 2024 edition of The Birdcage Enclosure will again encompass The Rails Promenade, where members can enjoy the race day in an outdoor setting with exceptional trackside views, super screens and betting facilities with accredited caterers including Curtis Stone Events, Food & Desire and Libby Reid Catering (Cirka).

Last year the Melbourne Cup Carnival attracted more than 262,000 racegoers to Flemington and contributed more than $468 million to the economy in its home state of Victoria, Australia. 

The 2024 Melbourne Cup Carnival begins with Penfolds Victoria Derby Day on Saturday 2 November, followed by Lexus Melbourne Cup Day on Tuesday 5 November, Crown Oaks Day on Thursday 7 November and TAB Champions Stakes Day on Saturday 9 November.

FAST FACTS

• The Birdcage Enclosure build commences in July and finishes on Penfolds Victoria Derby Day eve, a 15-week build. 
• The Birdcage Enclosure is built over 18,000 square metres. 
• More than 2,500 people are involved in the building and servicing of The Birdcage Enclosure.
• Leading creatives, builders and suppliers including Gloss Creative, Dot Dot Dash, Moth Design, The Big Group, Bastion Experience, PIM Group, MAAKE, MADE Experiences, Harry the hirer, Spacecube, The Big Group, Food & Desire, Crown and Cirka are part of the design, build and delivery of this year’s Birdcage Enclosure.
• There is more than 4,500sqm of multi-level structure in The Birdcage.
• The VRC, in collaboration with event partners Superyard and Cirka, diverted more than 20,300 kilograms of 2023 Melbourne Cup Carnival construction materials from landfill with schools and community service providers some of the beneficiaries.
• The first Birdcage marquee was Carlton & United Breweries in 1988.