Project Overview
For many people, first-class travel means mimosas on demand and not looking like your passport shot when you get there!
But for Emirates, travel is much more. Emirates believes every travel experience should be glamorous, “exclusive” and well executed; that there should always be someone who knows your language and can hold your hand; and that travel can help us build a better future for ourselves and our world. GPJ’s job was to convey these core brand messages via the 2012 Melbourne Cup Birdcage Marquee.
Project Commissioner
Project Creator
Team
Commissioner: Emirates
Producer: Nigel Ruffell, GPJ
Designer: Bradley Boyce, GPJ
Project Brief
When the greatest race day on earth meets the world’s greatest airline, coming second is not an option.
Our aim for the 2012 Birdcage was to generate press coverage for the airline (we achieved $43 million*),whilst promoting the exclusive, intimate and distinctive Emirates “experience”.
We needed to create a first-class marquee that would set the Birdcage all a-flutter, invoking the awe of big business, media and celebrities alike, as well as 700m people watching the race around the world.
*Based on Emirates KPIs, the Emirates Birdcage Marquee generated $43 million in campaign value; 1865 items of press coverage;and an 8.8m circulation.
Project Need
We would design an authentic Dublin-themed marquee that would serve as an “experiential” brand beacon for Emirates, and take guests on a spellbinding journey capturing all the charm, music and laughter of Ireland.
The multi-purpose marquee would also serve as a media broadcast centre, and a celebrity hotspot (in 2012 it was jumping with the mega-wattage of international celebrities like Mischa Barton, Jennifer Hawkins, Ronan Keating, Pete and Manu and many more).
Above all, the marquee needed to be THE Melbourne Cup VIP experience, capturing everything the Emirates brand is - exclusive, exciting and cosmopolitan.
Design Challenge
Light box window views of the Irish countryside would transport guests right to the Emerald Isle; while an impressive library, cobbled streets and a candy buffet, dressed with thousands of lollies, all amped up the visual drama.
The fash pack would delight in the shop front work of Philip Treacy, who designs hats for The Duchess of York; whilst hairdressers, make-up artists and Emirates cabin crew, would anticipate guests’ every need.
A living statue of James Joyce was a feat of Ulyssian proportions (even Kevin Rudd was left wondering how the mechanical support we built allowed the statue to defy gravity!)
To create “noise” against competing Cup brands, we used all of GPJ’s music production skills (we delivered the early ARIAs and 26 APRA awards) to produce Brian McFadden’s live performance.
With endless Guinness and champagne – this design feast would ensure it wasn’t just Irish eyes that were smiling.
Sustainability
Reusable Aluco bond molding reduced the use of MDF and other non recyclable materials.
We used the same ceiling liner from last year's St Petersburg marquee; whilst the bar was made from thousands of old books hired from a film prop company for reuse.
All of the custom-built furniture made for the event was sent to rehire and sold afterwards. All in line with GPJ’s sustainable technology motto that sending (to someone else!) is better than ending.
Event Experience - Consumer
This award celebrates creative and innovative design for a consumer event. Consideration given to originality, creativity, theming, audience connection and engagement and how the event created a seamless experience for the visitor and helped to reinforce the program's core message
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