Melbourne Cup might be a day of racing for some, but for event planners it’s a prime opportunity to catch a glimpse of the latest event styling and brand activation trends.
This year, brands went above and beyond to make their marquee stand out from the rest.
Here are some of our favourite event styling trends, as seen at Flemington Racecourse this year:
Bumble Australia transformed their marquee into the “Bumble Queendom” this year, unveiling a pastel pink castle for their invited guests. The striking castle featured Bumble branding, as well as contrasting greenery which cascaded down the castle walls.
Inside, velvet chairs and pastel floral arrangements were the stand-out styling pieces, while pink cocktails and desserts were on offer to guests. Take a look inside the Queendom here:
Floral murals at Tabcorp
Always one to make a statement, Tabcorp unveiled a show-stopping floral mural at this year’s Melbourne Cup.
The intricate, hand-painted mural by Apparition Media created a grand entrance to the marquee, while smaller murals could also be found inside.
Here are the mural painters in action:
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#MelbCupCarnival is almost here and today we were delighted to unveil the #TabcorpBirdcage2019 marquee! Hand painted larger-than-life hydrangeas, that took a team of Melbourne artist more than 200 hours to complete, adorn the exterior. Look down the straight and you won’t miss us! #SpringGetExcited @flemingtonvrc
Produced by Event Planet, the Tabcorp marquee also featured a floral media wall to match the mural. Hundreds of purple, blue and pink flowers completed the look, along with Tabcorp branding in subtle gold.
The G.H. Mumm red hotel
G.H. Mumm took Melbourne Cup styling to new heights, with a Parisian-inspired pop-up hotel, created by PIM Group.
With a dedicated concierge and staff all dressed in red, the marquee was a bold branding exercise where no detail was spared.
Along with free-flowing Champagne, guests were treated to a French-Asian fusion menu curated by chef Dan Hong.
The pink carpet
Flemington Racecourse went for a modern take on the traditional red carpet at The Birdcage this year.
A striking pink carpet was rolled out instead, providing the perfect photo opportunity for guests on their way to the marquees.
Channel 10 carousel
Bringing nostalgic vibes to the Melbourne Cup this year, Channel 10’s carousel was another stand-out brand activation.
Produced by Event Planet, the colourful carousel featured Channel 10 branding and proved a popular photo spot for guests during the day.
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10/10 Melbourne Cup! Amazing and privileged to work with @channel10au, Event Planet designed and produced the Channel 10 Carousel for Melbourne Cup Carnival! A source of joy, fun and frivolity for racegoers…..come and check it out in The Park at Flemington this Thursday or Saturday! #VenuesandMenus #EventPlanet
Need more inspiration for event styling? Be sure to check our list of trusted event stylists on A LIST Guide!