VRC unveils new experiences in The Birdcage Enclosure for 2025 Melbourne Cup Carnival

With a fresh focus on beauty, lifestyle and music the 2025 edition of the Birdcage Enclosure is designed to captivate VRC’s corporate guests, members, and a new wave of young fans, delivering an unforgettable fusion of luxury, culture, and celebration.

Each spring, Flemington transforms into a vibrant pop-up city, brought to life by VRC’s esteemed partners including Lexus, Crown, TAB, G.H. Mumm, Nine and Tequila Don Julio. In an exciting update, first time Carnival partner, Kirin Ichiban will join the line-up. These brands craft bespoke spaces that showcase exceptional design, elevated hospitality, and immersive entertainment; all hallmarks that define the magic and prestige of Cup Week.

This year the Birdcage will also make sure event goers will have all their pampering needs covered in the Pamper Lounge brought to the enclosure by beauty brand Runway Room teaming up with celebrity hair stylist Joey Scandizzo. 

For the first time, there will also be headline entertainment on the Birdcage live stage after the last race on each day, with local and international acts soon to be announced. 

VRC CEO Kylie Rogers said, “For decades, the Birdcage has been the most coveted ticket in town, and together with our partners, the VRC is proud to have created a world-class hospitality, beauty and entertainment village that has set the benchmark for events in Australia, and in our sporting capital of Melbourne.

“While we continue to offer a platform to showcase our fantastic partners and entertain guests over four great days of racing, the evolution of the Birdcage will also deliver more offerings for our members, with new products in Marmont, Parade Social and the Central Rose Garden alongside mainstay offerings of the Birdcage Enclosure Mainstage, The Pamper Lounge and retail products,” concluded Rogers. 

The 2025 Melbourne Cup Carnival Birdcage sponsor marquee lineup includes:

• Lexus – Lexus, the Principal Partner and Naming Rights Sponsor of the Lexus Melbourne Cup, will once again take prime position with the debut of a newly designed, three-level luxury LANDMARK by Lexus pavilion. This exclusive space will offer uninterrupted, iconic views of the Flemington Racecourse straight, while showcasing the finest in culinary excellence, innovative design, and premium entertainment.
• TAB  – As the official wagering partner of the Melbourne Cup Carnival and the naming rights sponsor of TAB Champion Stakes Day, TAB continues to elevate the race day experience in 2025.Returning in style, The Winners’ Circle—TAB’s newly reimagined Birdcage marquee—offers a premium platform for racing and sports wagering. Guests will enjoy state-of-the-art betting facilities, a vibrant TAB Sports Bar, a hidden speakeasy, and an unrivalled trackside view, all in one sophisticated space that celebrates the thrill of the sport.
• Crown – VRC Hospitality Services Partner and Crown Oaks Day naming rights sponsor, Crown will be home to The Birdcage’s more luxurious and vibrant celebrations. Guests can expect a lively party atmosphere, where Australia’s finest food and beverages come together with world-class entertainment to deliver a race day experience to remember.
• Kirin Ichiban – the new official beer of the VRC from the Lion portfolio following a celebrated tenure from Furphy. The striking new Kirin Ichiban marquee will take pride of place in the world-famous Birdcage Enclosure with premium hospitality you would expect from Japan’s Premium Beer. Kirin will also have a public bar known as Ichiban Izakaya with beer, cocktails and trackside tunes.
• G.H. Mumm – Official Champagne Partner, celebrating 16 years of partnership with the VRC. The iconic Birdcage marquee brings to life Mumm’s pioneering spirit with a guest list to match enjoying the unforgettable tap-tap champagne moment, outstanding cuisine and exceptional entertainment.
• Nine – official free to air broadcast partner for the Melbourne Cup Carnival joins The Birdcage Enclosure for the second year with a design that is embedded in history and driven by innovation. In 2025 step into Nine’s spirit.
• Don Julio Hacienda – The pinnacle of luxury and a true symbol of Mexican craftsmanship, returns to the 2025 Birdcage with an exclusive, Mexican-inspired tasting atelier. Rooted in heritage and defined by refinement, this immersive experience invites guests into a world of smooth sophistication, where every sip is a celebration, every moment an indulgence, and every detail a tribute to Don Julio’s enduring legacy.
• Runway Room – The Pamper Lounge co-hosted by Runway Room will rejoin The Birdcage Enclosure for the second time this year.
• Joey Scandizzo Salon – 'The best hair of your life' is in the Birdcage this year. Guests can enjoy professional styling and grooming in The Pamper Lounge, co-hosted by celebrity stylist Joey Scandizzo.
• Fashions on the Field returns to its original home on the Club Lawn, now with a refreshed look and a brand-new enclosed stage positioned closer to The Birdcage.
  
  

And for VRC Members and valid ticket holders, the offering will include:

• NEW Marmont, a collaboration between VRC and Crown, will debut in The Birdcage, offering a glamorous, Californian-inspired marquee experience. Led by international hospitality figure and DJ Grant Smillie, Marmont will feature a curated menu of refined small plates and cocktails.
• NEW Parade Social will also join the line-up as a brand-new, all-inclusive experience exclusive to VRC Members and their guests. Perched above the horse stalls and Pre-Parade Ring, Parade Social blends quiet anticipation with vibrant social energy. Guests will enjoy uninterrupted views of the thoroughbreds, live entertainment, a signature cocktail on arrival, and an indulgent all-day grazing menu.
• NEW Central Rose Garden, a stunning addition to The Birdcage precinct. This vibrant garden space will be bursting with colour and fragrance, showcasing Flemington’s iconic roses and offering a picturesque backdrop for racegoers to relax and celebrate. With direct access from The Birdcage Main Stage, the Central Rose Garden will serve as a key connector between entertainment and hospitality offerings.

Last year the Melbourne Cup Carnival attracted more than 285,000 racegoers to Flemington (the largest attendance since 2018) and contributed more than $1 billion to the economy, the largest-ever contribution to the Victorian and Australian economy. 

The 2025 Melbourne Cup Carnival will take place across four spectacular race days: