LANDMARK by Lexusa New Dawn in Luxury
LANDMARK by Lexus welcomes a New Dawn in Luxury for the 2026 Melbourne Cup Carnival
Lexus will return to the Birdcage Enclosure at Flemington Racecourse for the 2026 Melbourne Cup Carnival with LANDMARK by Lexus, a three-level pavilion opening to guests on Derby Day, Saturday 31 October.
This marks Lexus Australia's 24th year in partnership with the Victoria Racing Club and its ninth year as Principal Partner with exclusive naming rights to the Lexus Melbourne Cup. As custodian of Australia's most celebrated race, Lexus is proud to once again welcome guests to one of the nation's most cherished annual traditions.
The theme for LANDMARK by Lexus this year is A New Dawn: a celebration of renewal, possibility and the quiet anticipation of what lies ahead. Inspired by Akebono, the Japanese word for the moment just before sunrise, the experience will embrace the beauty of transition through a design narrative shaped by light, colour and atmosphere.
Headlining the pavilion is the first Australian showing of the all-electric Lexus LFA Concept, joined by the all-new TZ and the limited-edition RZ 600e F Sport Performance. Together, they offer a compelling expression of what lies ahead for Lexus, demonstrating how electrification can elevate luxury and performance alike.
More than a concept vehicle, the LFA Concept embodies the philosophy behind A New Dawn. It draws inspiration from Shikinen Sengu, the Japanese tradition of periodically rebuilding a shrine so that knowledge, skills and technique are preserved and carried forward across generations.
That balance of renewal and continuity is also reflected in the collaborators behind this year's LANDMARK experience. While each is recognised for mastery in their field, they have embraced the opportunity to see their craft in a new light, creating experiences inspired by the spirit of A New Dawn.
This year's acclaimed collaborators are:
- Interior design studio Hecker Guthrie as Design Collaborator
- French brasserie Entrecôte as Culinary Collaborator on Level One
- Cocktail bar Gigi as Cocktail Collaborator on Level Three
- Patisserie Madeleine de Proust as Culinary Activator
- Bakker Flowers as Floral Collaborator
- St Remio as Beverage Activator
2026 LANDMARK by Lexus activators Trent Knox and Julia Tink from St Remio
2026 LANDMARK by Lexus collaborators Joost Bakker and Ruby Bakker from Bakker Flowers
2026 LANDMARK by Lexus collaborator James M. Jones from Entrecôte Group
2026 LANDMARK by Lexus collaborators Paul Hecker, Hamish Guthrie, Kymberley Gim and Stacey Van Harn from Hecker Guthrie
2026 LANDMARK by Lexus activators HyoJu Park and Rong Yao Soh from Madeleine de Proust
Lexus Australia Chief Executive Jack Hobbs said this year's pavilion reflects both the heritage that has shaped Lexus and the opportunities that lie ahead.
"A New Dawn is more than a theme. It captures a moment that feels particularly significant for Lexus.
“Thirty-seven years ago, Lexus challenged long-held assumptions about what a luxury brand could be. Today, we're continuing that spirit, exploring new possibilities for how luxury can move people, connect with them, and enrich their lives.
“The future of Lexus will be shaped by new technologies and new ideas, but it will continue to be guided by the values that have defined us from the beginning.
Through LANDMARK by Lexus, we're able to share that vision with our guests and offer a glimpse of what's next for our brand,” said Mr Hobbs.
Melbourne interior design studio Hecker Guthrie has designed the interiors across all three levels, bringing the Akebono colour story to life through a colour palette centred around Golden Ash, the bespoke wall finish used throughout the pavilion. Rich amber and gold tones on the lower levels gradually transition to soft washes of lemon above, creating the impression of a space illuminated by the rising sun.
Extending the design narrative beyond the palette itself, guests will discover sculptural islands of furniture inspired by Kigumi, the traditional Japanese art of joining timber without nails, alongside oversized timber frames and coloured and frosted glass that catches the light as they move up through the pavilion. In keeping with the considered design, select recovered furnishings have also been carefully restored and reimagined throughout the space.
Complementing the architecture, large-scale floral installations by Bakker Flowers will appear throughout the pavilion with no floral foam or single-use materials being used. Every bloom will be Australian-grown and hand-picked by father-and-daughter florists Joost Bakker and Ruby Bakker from their family farm and neighbouring growers in the Dandenong Ranges.
On Level One, Lexus x Entrecôte will bring the spirit of Jason M. Jones' celebrated Melbourne brasserie to Flemington in a format created exclusively for the pavilion, offering a two-course seated menu alongside a more relaxed bar-style dining experience.
The menu will be presented in two chapters, L'Aube (dawn) and Le Jour (day), drawing inspiration from the transition from dawn to day. Entrecôte's iconic Steak Frites will sit alongside a Katsu Steak Frites Sandwich, a reimagining of that signature dish created exclusively for LANDMARK by Lexus.
Level Two will offer a more relaxed environment, with St Remio serving its exclusive CRAFTED by Lexus blend alongside a selection of iced specialties, including the Dubai Mont Blanc with a pistachio cloud.
Also on Level Two, Madeleine de Proust will serve a bespoke dessert inspired by the form and character of the Lexus LFA Concept, developed through 3D modelling and a custom mould, for guests to enjoy on the spot or take away.
Crowning the pavilion on level three is Lexus x Gigi, the playful counterpart to Entrecôte, which will offer cocktails, freshly shucked oysters, small bites and a live tartare station concealed behind a Japanese noren curtain. Open from 11am to 6pm, the space will be accompanied by live-mixed vinyl played through a hi-fi system by Mark Levinson, the vehicle audio partner of Lexus.
Throughout the pavilion, service will be guided by Omotenashi-style hospitality, with the needs of guests anticipated and met with care, precision and attention to detail.
As part of the Encore ownership offering, a limited number of Lexus owners will also be welcomed into the pavilion. It is one of many ways Lexus brings owners closer to the people, places and experiences that define the brand.
Joining customers and guests throughout the Carnival will be Lexus Ambassadors including media personality Melissa Leong, racing identities Kate Waterhouse and Emma Freedman, and professional golfer Dimitrios Papadatos, alongside designer and Friend of Lexus Brahman Perera.
