Emirates To Bring Its Luxury In-flight Experience To The Melbourne Cup

Emirates To Bring Its Luxury In-flight Experience To The Melbourne Cup
SHARE
THIS



Emirates’ highly anticipated ‘Birdcage’ marquee at this year’s Melbourne Cup Carnival is set to take guests to new flights of enjoyment, as the airline brings to life its signature First Class and Business Class luxury experience as its latest marquee theme.

Emirates will invite guests to journey through the clouds in an on-board cabin-inspired marquee, and provide them the opportunity to experience the unsurpassed comfort and style of Emirates’ First Class and Business Class.

Inspired by a host of luxurious on-board features and key traits of Emirates’ A380 aircraft, including the shower spa and on-board lounge, as well as its gourmet cuisine and entertainment, the marquee will spare no attention to detail.

“Travelling is as much about the journey as the destination, and flying with Emirates is an experience in itself,” Barry Brown, Emirates’ divisional vice president for Australasia, said.

“Like any journey, there is always something new to discover, and that is also true on Emirates as we continually invest to enhance our on-board services, and have recently launched new products in our First Class, Business Class and Economy cabins.

“That is why this year we have shifted from our traditional destination theme to one that focuses on our trademark Emirates in-flight experience.

“We’re excited to bring the essence of our premium cabins to The Birdcage to celebrate the Melbourne Cup Carnival.”

Design

Inspired by the superior comfort and hospitality that is synonymous with Emirates’ in-flight experience, London-based creative agency Pulse Group, the designers of Emirates’ Marquee this year, have combined the best features from the air to create a racing experience like no other.

Guests will ascend into the marquee through a towering 3D installation, which will replicate a sweeping sky of clouds with a 12,000-piece, abstract facade and overhanging Emirates model aircraft.

Entering the marquee, guests will be greeted by Emirates Cabin Crew and will be transported on-board, entering an oasis of style and luxury.

Much like Emirates’ A380 on-board lounge, the marquee will feature grey teak wood wall panelling and sumptuous cream leather to contrast with the gold marble detailing on the main bar, and hues of blue found in the furnishings.

Guests will also be immersed in a sky high first-class dining experience in Emirates’ banquette-style restaurant, featuring abstract design features such as hydrangea-inspired floral cloud installations.

A replica of Emirates’ trademark horseshoe-shaped on-board lounge will be available for guests to enjoy, hosted by a cabin crew serving exclusive and delicious beverages.

Racegoers will also be able to enjoy unsurpassed views of the Flemington racetrack from a sweeping veranda that will extend the length of the marquee, continuing to transport guests into the clouds.

Entertainment

A highly-anticipated feature of the Emirates marquee, this year’s in-marquee entertainment will draw inspiration from Emirates’ expansive and award-winning inflight entertainment, ice, which offers over 2,500 channels.

Connecting guests to a world of entertainment, each race day will see memorable moments, from classic and timeless movies, recreated in a highly immersive interpretive performance, allowing guests to journey through an unknown world previously only experienced through screen.

Featured across each of the four race days, the screenings will be brought to life by a talented crew of entertainers including gymnasts, interpretive dancers and actors. The entertainment will take place unannounced, surprising guests with a theatrical performance to remember.

Menu

The Emirates marquee will once again be a place of culinary celebration and delight, with the Birdcage’s only fully-serviced, sit-down restaurant offering guests a diverse menu showcasing a spread of cuisines from around the world.

Guests will also be treated to a series of food moments throughout the carnival, which are set to entice including a raw fish and oyster bar featuring freshly shucked oysters from around Australia, and a gelato bar showcasing flavours from around the world.

In another special moment, guests attending Melbourne Cup Day will be treated to a wine tasting hosted by an Emirates sommelier, sampling the airline’s finest on-board wine selections from around globe.

Pampering

Inspired by Emirates’ A380 on-board shower spa, the marquee will once again feature a pamper room, giving guests the opportunity to touch-up their hair and make-up in a tranquil environment.

Celebrity hair stylist Joey Scandizzo and his expert team along with well-known make-up artist will also be on hand to offer marquee guests a beauty refresh.

Guests will also be able to sample the carefully selected VOYA skincare products and exclusive Bulgari amenity kits, available on-board in the shower spa and First Class and Business Class cabins.

Also making a return will be the only fully-equipped toilets in The Birdcage, ensuring all Emirates’ guests are well catered for throughout the carnival.

This year, the bathrooms will feature a playful take on superhero comics, with Emirates’ cabin crew depicted in a colourful characterisation as heroes in the sky.

Please login with linkedin to comment

Emirates Melbourne Cup Melbourne Cup Carnival The Birdcage

Latest News

Bangkok Thailand - August 31 2017 Facebook App on iPhone with computer laptop background closeup male hand hold social network on smart device concept.
  • Media
  • Opinion

Young Australians Will Abandon Facebook If It Doesn’t Do More To Combat Hate Speech

In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]

Opinion

by B&T Magazine

B&T Magazine
Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent
  • Campaigns

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent

Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts.  With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]

UNICEF Set To Launch ClickforCovid Relief Gaming Stream
  • Advertising

UNICEF Set To Launch ClickforCovid Relief Gaming Stream

In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]

Silverbullet Achieves Adobe Audience Manager Specialisation
  • Media

Silverbullet Achieves Adobe Audience Manager Specialisation

Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Technology

General Mills Partners With Zyper To Build Virtual Superfan Communities

Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]

Facebook Pledges $500,000 To Group Admins Across Australia
  • Technology

Facebook Pledges $500,000 To Group Admins Across Australia

Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]