LEXUS Australia has unveiled its guest suites for the Melbourne Cup as ‘Landmark by Lexus’ – replacing the Lexus Design Pavilion – that will welcome the lexicon of owners to a project based on Lexus’ Japanese values of warmth and hospitality.

Using the theme of the Japanese brand value omotenashi (meaning to wholeheartedly look after and anticipate guests’ needs), the three-level building will stay on site at the Flemington racetrack for a week for events surrounding the race that stops the nation, the Lexus Melbourne Cup.

Lexus Australia chief executive Scott Thompson said the company was “dedicated to creating amazing experiences and memories for our customers”.

“This creation of ‘Landmark by Lexus’ is our pledge to progressive luxury where people can experience the Lexus lifestyle without getting behind the wheel of one of our cars. For us, ‘Landmark by Lexus’ encapsulates this philosophy.”

This year’s focal point of the suite will be the Australian-first prototype reveal of the Lexus LC Convertible, described by the brand as “a daring and highly sought-after vehicle of brave design, defined by a strikingly curvaceous, aerodynamic body and athletic proportions”.

Also on show will be the new Lexus RX Hybrid, displayed in a bamboo gate structure designed by renowned Sydney-based architect Koichi Takada. The gate represents Lexus and Takada’s shared Japanese values and notion of ‘torii’ – a gate marking the entrance and “transition from the ordinary to extraordinary”.

The building will also show works by sustainable artist Joost Bakker that use Australian natives and biodegradable products – including eucalyptus, melaleuca and cypress – that pay homage to the Australian landscape.

Within the building is a level-three dining room that is the largest within Flemington’s Birdcage area, with 90 seats and showing Koichi Takada’s ceiling installation of drapery that emulates Australian paperbark trees. The kitchen is under the command of emerging Australian chefs Matt Stone and Jo Barrett of hatted restaurant Oakridge, based in Victoria’s Yarra Valley.

Mr Stone said the four-course menu has “Australian native flavours coupled with the vibrancy of repurposed spring produce that will give life to food that would otherwise be wasted”.

Level two and its balcony looking over the track has a more casual menu including bento boxes created by long-term Lexus ambassador and renowned Australian chef Neil Perry.

First-time Lexus Melbourne Cup collaborators Eazy Peazy will also work alongside Mr Perry to serve hot barbeque classics made using a Japanese hibachi grill and following a minimal food wastage concept.

Level one has a bar experience by Byrdi bar, a concierge service upon guest arrival, men’s and women’s touch-up bar by Mecca Cosmetica and personalised Race Books by Oroton.

Mr Thompson said: “Landmark by Lexus is the epitome of the Lexus luxury lifestyle and we are thrilled to unveil our carefully crafted experience that will be truly unforgettable for our guests throughout Melbourne Cup Carnival.”

By Neil Dowling