The triumphant return of an iconic brand and watering hole.

Here at Maake Creative we are delighted to have joined forces with MADE. Experiences and SPACECUBE to design and construct Lion‘s Furphy 2022 Birdcage Marquee at the Victoria Racing Club! It is only fitting that a project aimed at bringing people together was brought to life by an amalgamation of industry professionals. The building is the largest consumer facing Spacecube structure built to date globally. Weighing in at over 108 tonnes the 936 sqm space was be the life of the Birdcage housing multiple bars live entertainment and unparalleled views of the racetrack. In addition to the main space, a Furphy Public Bar was created downstairs to expand to brand’s reach.

As a collective, we focussed on designing a space to celebrate the resilience of venues and publicans to share in the resurgence and confidence of the market moving forward and to provide a world-class experience for the Furphy team and their valued clients from the best seats on-track. The styling pays homage to Furphy’s iconic brand story while nodding to the fresh start the industry is craving following the pandemic.

project image furphy birdcage 01
The Furphy Birdcage Marquee at Flemington.
Birdcage Furphy6 scaled
A world-class experience to welcome back Lion's customers and special guests.

As a team, we consciously strived to reduce the environmental impact of the build. After all we’re pretty sure Earth is the only planet with beer! So it was a no-brainer to utilise Spacecube’s highly versatile modular infrastructure. Designed engineered and manufactured in Australia unlike many temporary building solutions Spacecube can be used in a range of different configurations time and time again. So no wastage and no continuing impact on our environment. Manufacturing on-shore also circumvents any supply issues in securing building materials for a build from scratch.

Spacecube are space efficient to store and transport between locations due to their unique flat-packable design which allows up to eight units to travel on the one semi-trailer. Not only does this save on transportation costs but it reduces carbon emissions too.

It has been a privilege to work alongside the team at MADE. Experience and SPACECUBE to bring this project to life. 2022 has seen the re-emergence of the events industry and we couldn’t be more thrilled to be partnering with such an iconic Australian brand to deliver a never-before seen experience in Australia. We wish to thank our staff across the three teams our partners at Lion and all our valued suppliers who work tirelessly to pull these projects and campaigns together. it was phenomenal to see everyone back together again enjoying Australian racing!

Images: Lucas Dawson

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