Luxury and Exclusivity Reign at Flemington's Birdcage Enclosure

Strategic Insights -

Flemington's Birdcage enclosure is abuzz with champagne, caviar, and luxury as the Melbourne Cup carnival gets underway. Amidst the exclusivity, solo sailor Jess Watson is making waves at the Mumm marquee, getting drenched in champagne while launching the exclusive enclosure. Meanwhile, Lexus has taken over a prime spot with a two-storey marquee offering a two-course seated menu, cocktails, and a patisserie. Regular punters may be feeling the pinch, but the Birdcage is still a symbol of Flemington's elegance and extravagance.

Key Takeaways:

  • Mumm has returned to a nautical theme, featuring a full-size yacht and lifebuoys in their red and white colors, complete with porthole windows.
  • Jess Watson, a solo sailor, got drenched in champagne while launching the Mumm marquee but said she's used to it, usually experiencing saltwater rather than champagne.
  • Lexus has taken over a prime spot with a two-storey marquee, offering a two-course seated menu, cocktails, and a patisserie, featuring kingfish sashimi, wagyu beef, and a third-level patisserie and cocktail bar.
  • Tabcorp's two-storey green marquee, costing around $7 million, is the world's most expensive pop-up marquee, according to CEO Gillon McLachlan (though a Tabcorp spokesman later disputed this claim).
  • Crown's three-storey marquee features a free-flowing champagne tower, freshly shucked oysters, caviar bumps, and vodka campanelle pasta topped with truffles, with chef Guillaume Brahimi overseeing the menu.
  • Kirin Ichiban has unveiled a Japanese izakaya-styled marquee, hosting up to 400 guests and offering a sushi station with sashimi, nigri, and maki rolls, beer cocktails, and DJs.
  • Channel Nine is positioned on "Millionaires Row" at the front of the Birdcage as broadcast partner and owner of the masthead, with a marquee launched by Eddie McGuire and Francesca Cumani.
  • Marmont, headed up by former DJ Grant Smillie, offers public access to the once-invitation-only Birdcage for $2200 each, featuring prawn rolls, salmon ceviche tostadas, and truffle fries paired with paloma tequila cocktails.
  • The Parade Social, formerly the Penfolds marquee, is priced from $1700 each and offers a luxury experience, but there was no preview available due to ongoing construction.

Statistics:

  • 500 crystal champagne flutes make up the free-flowing champagne tower at Crown's marquee.
  • Kirin Ichiban's marquee can host up to 400 guests.
  • 50 kilograms of whole tuna are delivered daily to be broken down by chefs for sashimi, nigri, and maki rolls at Kirin Ichiban's marquee.
  • Lexus's marquee has balconies on every level.
  • Marmont's marquee costs $2200 per person for public access to the once-invitation-only Birdcage.

Sources:

  • The Age