Tabcorp Melbourne Cup Birdcage Marquee - The Winning Moment

The highly successful creation of an inspiring space which excited guests, sporting celebrities and VIPs, and hosted key media.

To design and activate Tabcorp’s Birdcage Marquee at the prestigious Melbourne Cup Carnival at Flemington for the seventh consecutive year. The challenge was to create and design a unique experience for returning guests that would be different to previous marquee designs. The key objective was to make the event stand out yet maintain the identity of the Tabcorp brand at its heart.

EP Agency created the theme of a ‘Winning Moment’ to extend through the entirety of the marquee styling. The exterior was a breathtaking wall of flowers in deep magenta, red and pink framing the gold Tabcorp logo. Magenta carpets, gold walls and florals cascading from the ceiling greeted guests who were then presented with a navy blue leather race book cover, monogrammed with their initials by The Daily Edited onsite.

A long custom-designed brass bar sat against another abundant floral wall, from which rose inspired cocktails were prepared. Vintage G.H. Mumm flowed from a separate Champagne Bar displaying the magnificent dessert creations and edible garden by acclaimed Melbourne pastry chef, Darren Purchese.

Guests enjoyed gastronomical theatre from the ‘Mozzarella Man’ as he stretched mozzarella before plating, and a specially designed menu from Melbourne chef, Adam D’Sylva, showcasing recipes from his new restaurant Boca. Opposite the bar area was the perfect vantage point for races, while the installation of 23 TV screens and tote terminals completed the racing experience. 

Cementing the marquee as the best at the Carnival, Channel 7 filmed their coverage from within the marquee, and On Cup Day, actress Rachel Griffiths and Melbourne Cup-winning jockey, Michelle Payne, visited to discuss their upcoming movie project ‘Ride like a girl’.

Project Scope:
  • Bespoke design
  • Custom build
  • Brand activation
  • Hospitality marquee
  • Event styling
  • Floral installations
  • Menu design
  • AV production
  • Live entertainment
  • Celebrity management
  • Media events
  • Sponsorship activation
  • Melbourne Cup event
Thank you for your help in ensuring the Tabcorp Marquee was a stand out in the Birdcage Enclosure this year. The finer details such as The Daily Edited race book covers, Burch & Purchese sweet display and staff uniforms made the marquee extremely memorable. Your passion for the project was evident from start to finish and guests are still raving about their experience.