Moët & Chandon Lawn at Melbourne Racing Club
A luxurious hospitality base from which to soak up the glamour and atmosphere of the Spring Racing carnival.
To create a stylish and aspirational Moët & Chandon experience for guests at the Caulfield Guineas and the Caulfield Cup. The event was all about celebrating the glamour of Spring Racing in Melbourne and creating a positive engagement with the Moët & Chandon brand. A key objective was also to highlight key variants from the Moët & Chandon range, including the Ice Imperial brand.
Set on the trackside lawns, EP Agency designed the Moët & Chandon lawn in the key Moët & Chandon colours. A large white arch featuring white florals framed the entrance to the Moët & Chandon pop-up and attracted people into the magical space beyond. Gold carousel horses took centre stage, creating a perfect Moët Photo Moment with the racetrack in the background.
The pop up service bar continued the brand styling and was lined with point of sale merchandise to further elevate premium beverage experience.
VIP reserved seating ‘pods’ were created for premium ticket holders. Featuring white lounge furniture, they were dressed with branded scatter cushions positioned underneath white branded market umbrellas.
One of the most popular lawn installations was the Moët & Chandon Ice Truck. A novel way to promote the Ice Imperial brand, it provided a supplementary service point to cater for guest numbers. With the help of the Moët & Chandon Penguin, the ice truck also acted as an additional social media photo moment.